Andy Tattersall (University of Sheffield) recently analyzed more than 100 UK universities’ social media profiles to understand how postsecondary institutions are adapting their strategies given X’s uncertain future. Tattersall found that all institutions maintained active Facebook, Instagram, and LinkedIn profiles. Several had formally quit or appeared to have abandoned their accounts with X, often removing the X logo from their websites. Bluesky is acting as the prominent alternative to X, while platforms such as Mastodon and Threads had very little activity from the studied postsecondary institutions. Looking to the future, Tattersall advises institutions to reserve any relevant usernames on notable social media platforms and use these accounts to signpost users to their online presence.
