Stay or leave? The risks and opportunities of big tech for culture

In today's digital world, the cultural sector faces a challenging choice: do we continue to use platforms such as Facebook, Instagram, and X (formerly Twitter), or do we look for alternatives that better align with our values and needs? This question raises various considerations, ranging from reach and visibility to ethical and privacy-related issues. In this article, we explain exactly what is going on, what the advantages and disadvantages are of the digital platforms that currently dominate the market, and what the possible alternatives are.

🆕 During the knowledge session on April 15 with Paulien Dresscher (Public Spaces) and others, we explored how cultural organizations can critically examine their digital presence. Read the review in the latest update:

Why leave?

More and more organizations are concerned about the influence of large technology companies on privacy, information provision, and social debate. Meta, the parent company behind Facebook, Instagram, WhatsApp, and Threads, has largely built its revenue model on advertising income and data collection. This raises questions about the control users have over their own data and the way these platforms handle information. Bits of Freedom warned about the risks of these data systems as early as 2016 and called for a critical look at our dependence on big tech. At the same time, the way information is managed at Meta is changing:

1. Fact checkers replaced by "community notes" – Users now correct posts themselves, which makes reliability dependent on who adds them.
2. Fewer restrictions on political and social topics – Controversial content spreads more easily.
3. Relaxation of enforcement – Less strict moderation increases the risk of disinformation and polarization.

X is also facing increasing resistance. Since its acquisition by Elon Musk, moderation rules have been relaxed and the platform has become less strict in combating disinformation and hateful content. How much control does your organization have over its own communications, and do you want to remain dependent on platforms where the rules of the game are constantly changing?

Why stay?

Well-known social media platforms such as Facebook and Instagram still offer cultural organizations enormous reach. They serve as powerful tools for reaching a broad and diverse audience, promoting events, and staying in touch with followers. In addition, these platforms offer affordable advertising options with advanced algorithms for segmenting target groups. We can use targeted advertising to reach specific groups of people based on interests, location, and behavior, without the high costs of traditional marketing channels.

Furthermore, users are often reluctant to switch to new platforms. Behavioral scientist Noor Elshof notes that people are creatures of habit and are guided by convenience and familiar routines. This implies that a mass switch to alternative platforms is unlikely and, if it does occur, will probably be gradual.

AI in marketing and communications

Everyone has heard of them: AI tools that can significantly simplify your work life. Especially in the cultural sector, AI tools like ChatGPT can be of great value, for example, in marketing and communication. But how do you take full advantage of these tools? In this article you will read more about the benefits of artificial intelligence and how to make it work effectively for you.

Emergence of alternatives

In response to growing concerns about privacy and data exploitation, alternative platforms have emerged that emphasize decentralization and user control. These platforms operate on the basis of open protocols, giving users more control over their data and interactions. Some examples are:

• Mastodon: An alternative to X/Twitter, a decentralized social platform that allows users to manage their own servers, providing greater control and privacy.
• Bluesky: A newcomer to the social media world, developed by the former CEO of Twitter, which aims to create an open and decentralized network.
• Pixelfed: An open-source alternative to Instagram, focused on sharing photos without the usual data exploitation.
• Signal: A privacy-focused messaging app that offers a secure alternative to platforms such as WhatsApp.
• Minds: An open-source social network dedicated to internet freedom and maximum transparency. Minds is seen as the decentralized sister of Facebook and is resistant to surveillance, algorithm manipulation, and censorship.
• MeWe: A social network that emphasizes privacy and does not contain advertisements or tracking.
• Discord: A rapidly growing platform where you can build your own private communities through text, voice, and video. More and more organizations are using it as an alternative to social media because you have control over the interaction yourself—without algorithms.

Marketing mix and resources

A good marketing mix is essential for cultural institutions and creative creators who want to market their products and services effectively. In this article you will find tools for developing a winning marketing mix.

How to switch step by step

So you want to become less dependent on large social media platforms, but still reach your audience? As Paulien Dresscher (researcher, advisor, and curator in visual arts and digital culture) emphasizes in this article, it is difficult to stop using big tech immediately, but if cultural organizations become active on alternative platforms, a new audience can slowly grow there. How do you go about this?

Step 1: First publish on your own platform

Start by posting your content on your own website, newsletter, or another platform that you manage yourself. In other words, use the POSSE strategy (Publish on your Own Site, Syndicate Elsewhere). This allows you to retain control over your messages and avoid dependence on algorithms or changing social media policies.

Step 2: Share snippets on social media

Use social media as an additional distribution channel rather than your primary platform. For example, post a short summary or teaser on Facebook, Instagram, or X with a link to the full content on your own site. This allows you to leverage the reach of large platforms without relying on them entirely.

Step 3: Experiment with alternative platforms

Consider gradually expanding your presence to privacy-friendly platforms such as Mastodon, Bluesky, or Minds. Share the same content there and invite your audience to follow you there as well. The more cultural organizations take this step, the more audience these platforms will attract.

Workshop - Marketing for creators

In this workshop, you will learn how to use marketing and communication without losing your own creativity.

Step 4: Build your own community

Encourage your audience to sign up for an account on your website, for your newsletter, Signal or WhatsApp group, digital environment, or other direct communication channel. This way, you can stay in touch with them regardless of changes on social media.

Step 5: Evaluate and adjust

Continue to test which platforms and strategies work best for your organization. Analyze your reach, engagement, and audience responses to determine where you communicate most effectively.

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