Universities Are Decreasing Their Engagement with X
The Emergence of Alternative Platforms
Future Strategies for Universities on Social Media

Universities Are Decreasing Their Engagement with X

Misinformation and disinformation have emerged as significant concerns in recent years, which have been further exacerbated by the development of AI-driven content.  Consequently, universities and other institutions have reevaluated their interactions with social media platforms, particularly X (formerly known as Twitter).  Although some universities have completely ceased their participation in the platform, others are taking a more cautious approach by either diversifying their online presence or reducing their activity.

X has been reduced or discontinued by numerous universities in the United Kingdom as a result of concerns regarding reputational risks, declining audience engagement, and misinformation.  The University of Leeds was the initial institution to declare its withdrawal from the Russell Group. Subsequently, the London Business School, University of Cambridge, and University of Oxford have also reduced their visibility.  Nevertheless, complete disengagement is exceedingly uncommon—only five of the 141 universities examined had officially ceased utilizing X, while others continued to employ it for student engagement and significant announcements.

Upon a more comprehensive examination of university activity on X, it is evident that numerous institutions are choosing to pursue a passive retreat rather than an explicit departure.  Although certain universities have discontinued their posting activities, they have not yet deactivated their accounts.  Others have pinned posts that redirect users to alternative platforms, such as Bluesky or LinkedIn, indicating a change in engagement rather than a complete abandonment.

Additionally, universities are hesitant to completely deactivate their X accounts for logistical and strategic reasons.  The platform continues to be utilized by numerous current and prospective students as a communication tool, and institutions depend on it for reputation management and emergency notifications.  Additionally, the institution's handle is susceptible to misuse by impersonators or malicious actors when an account is abandoned.  Rather than a rapid exit from the platform, these factors contribute to a circumspect, phased withdrawal.

Furthermore, some universities are utilizing this transitional period to experiment with alternative strategies, such as establishing distinct accounts for different departments or student services to maintain a presence without being entirely dependent on X.  This hybrid approach enables universities to remain engaged while concurrently evaluating the efficacy of alternative platforms.

The Emergence of Alternative Platforms

Numerous universities have investigated alternative platforms, including Threads and Bluesky, as they evaluate their social media strategies.  In 2025, Bluesky has experienced growth, as 75 universities in the United Kingdom have registered accounts and 44 are currently active in posting.  It has become a particularly appealing option as a result of its user-driven content moderation and decentralized nature, which resolve concerns about misinformation.

Nevertheless, the implementation of alternative solutions has been less fruitful.  Threads has experienced inconsistent engagement, despite its initial prominence, which was attributed to its affiliation with Instagram.  Less than half of the 108 university-affiliated Threads accounts have posted in 2025, suggesting a decline in momentum.  Mastodon, an additional decentralized platform, has not been well-received by UK universities, with only two of the eleven university accounts remaining active.  I find it intriguing that certain institutions, such as the University of Exeter and UCL, have redirected their Mastodon accounts to Threads pages that are well-followed.

The absence of a dominant replacement for X is a critical observation in the evolving social media landscape.  Although Bluesky appears to be the most promising alternative, it has not yet achieved the same level of visibility and reach as X.  This fragmentation necessitates that universities disseminate their communication across numerous platforms, each of which is tailored to a distinct audience.

Additionally, universities are acknowledging the significance of expanding their online presence beyond social media.  Many institutions are increasing their investment in LinkedIn, acknowledging its importance in facilitating connections with potential students, alumni, and professionals.  Facebook and Instagram continue to function as engagement centers, particularly for the promotion of events and student life. However, they no longer fulfill the same news and discussion function as X.

Future Strategies for Universities on Social Media

Universities are confronted with both hazards and opportunities as the social media landscape continues to develop.  Institutions must meticulously oversee their digital presence by securing accounts on emergent platforms, maintaining up-to-date profiles, and ensuring transparency in their communication strategies, as misinformation continues to be a concern.

The administration of incomplete or inactive social media accounts is one of the most critical issues that universities must address.  A number of institutions have established profiles on new platforms, but they have failed to maintain them or have left them vacant, which has raised questions about their authenticity and credibility.  Verifying the legitimacy of certain accounts is challenging due to the absence of explicit links to official university websites.  In certain instances, students have assumed unofficial control of potential university handles, underscoring the necessity for institutions to proactively claim and administer their social media identities.

Universities must employ a flexible approach to digital engagement in light of the uncertainties surrounding social media platforms.  This encompasses the following:

• Diversifying communication channels: Universities should not rely solely on social media, but should utilize a variety of platforms, such as official websites, newsletters, and email updates, to engage their audiences.
• Institutions should prioritize credibility and substantiation by ensuring that their official accounts are properly linked to their websites to prevent confusion and impersonation.
• Formulating explicit exit strategies: In the event that a university elects to withdraw from a platform, it should do so in a transparent manner, with explicit announcements that direct users to active accounts in alternative platforms.
• Monitoring emergent platforms: Universities should remain informed about new social media trends and be prepared to adjust their strategies as platforms evolve.
• Improving digital media literacy: Universities should be the driving force behind the promotion of digital literacy, assisting students and staff in the critical evaluation of information sources and the navigation of misinformation challenges.

Additionally, universities must recognize that social media is not a static entity.  Platforms fluctuate in prominence, and algorithms can significantly alter engagement dynamics.  Universities should not be excessively reliant on any single platform, and a long-term strategy should be predicated on adaptability.

Furthermore, institutions ought to evaluate the potential influence of AI-generated content on their social media strategies.  Universities must establish policies and best practices for managing AI-generated misinformation, regardless of whether it is on X, Bluesky, or any other emerging platform, as generative AI tools become more advanced.

However, no singular platform has yet emerged as its definitive replacement, despite the fact that X is losing traction in academia.  In the future, universities must strike a balance between the necessity of sustaining an online presence and the necessity of engaging responsibly and effectively in a digital world that is becoming increasingly fragmented.  The capacity to adapt and preserve credibility in digital communication will be essential for universities that aspire to engage with students, researchers, and the broader academic community, as misinformation continues to pose a challenge.

Universities may undergo a substantial transformation in the years ahead as they optimize their digital engagement strategies.  Institutions must remain proactive and adaptive in order to navigate the changing social media landscape, whether through Bluesky, Threads, LinkedIn, or yet-to-emerge platforms.  The challenge that lies ahead is not merely the departure from X, but the discovery of sustainable methods of communication and engagement in a time when the parameters of digital discourse are determined by misinformation and rapid technological advancements.