Sport England’s Xodus: A Sign of Things to Come for Social Media and Sport?
Sport England’s recent decision to suspend its account on X (formerly Twitter) isn’t just a statement about that specific platform; it’s a bellwether for a growing trend. The organization cited a “hostile environment” for women and girls, fueled by the platform’s content moderation policies – or lack thereof – and monetization strategies. This move signals a potential shift in how organizations, particularly those focused on inclusivity and safety, will engage with social media in the future.
The Rising Cost of Platform Engagement
For years, organizations have been told that a strong social media presence is vital. It’s a direct line to audiences, a tool for brand building, and a cost-effective marketing channel. However, the equation is changing. The cost of maintaining a presence on platforms increasingly associated with hate speech, misinformation, and harassment is rising – and that cost isn’t just financial.
Sport England’s Boardman highlighted the abuse faced by the Lionesses, the England women’s football team, as a key factor. This isn’t an isolated incident. A 2023 report by the Center for Countering Digital Hate found that online abuse targeting female athletes increased by 303% during the Women’s World Cup. This demonstrates a clear pattern of platforms failing to protect their users, particularly women.
Beyond Sport: A Wider Exodus?
Sport England isn’t alone in questioning its relationship with X. Several organizations are re-evaluating their strategies. The platform’s changes under Elon Musk, including relaxed content moderation and the reinstatement of previously banned accounts, have been widely criticized. This has led to advertisers pausing spending and a general decline in brand safety.
We’re likely to see more organizations, particularly those with strong ethical stances, adopt a “wait-and-see” approach or even follow Sport England’s lead. This could accelerate the fragmentation of social media, with brands and users migrating to platforms perceived as safer and more aligned with their values. Platforms like Mastodon, Bluesky, and even smaller, niche communities could benefit from this shift.
The Regulatory Landscape is Shifting
The pressure isn’t just coming from organizations. Governments are also taking notice. Ofcom’s investigation into X regarding the creation of sexualized AI images, coupled with upcoming legislation criminalizing the creation of non-consensual intimate images, demonstrates a growing willingness to regulate social media platforms.
The UK’s Online Safety Act, for example, places a legal duty on platforms to protect users from harmful content. Similar legislation is being considered in other countries, including the EU’s Digital Services Act. These regulations will force platforms to take greater responsibility for the content they host and the impact it has on their users.
The Rise of Decentralized Social Media
The dissatisfaction with centralized social media giants is fueling interest in decentralized alternatives. Platforms built on blockchain technology, like Mastodon, offer greater user control, more transparent algorithms, and a reduced risk of censorship. While these platforms currently have smaller user bases, they represent a potential long-term solution for those seeking a more ethical and secure online experience.
However, decentralized platforms aren’t without their challenges. Moderation can be more difficult, and the user experience may not be as polished as that of established platforms. Overcoming these hurdles will be crucial for their widespread adoption.
What Does This Mean for the Future?
The future of social media is uncertain. But one thing is clear: the old model of “growth at all costs,” with little regard for user safety and ethical considerations, is unsustainable. Organizations are realizing that their brand reputation and values are more important than simply having a large following on a problematic platform.
We can expect to see:
- Increased scrutiny of social media platforms by regulators.
- A shift towards more niche and community-focused platforms.
- Greater demand for transparency and accountability from social media companies.
- Organizations prioritizing brand safety and ethical considerations over reach.
FAQ
- Why did Sport England leave X?
- Sport England cited a “hostile environment” for women and girls, fueled by the platform’s content moderation policies and monetization strategies.
- Are other organizations leaving social media?
- Yes, several organizations are re-evaluating their social media strategies due to concerns about brand safety and ethical considerations.
- What are decentralized social media platforms?
- Decentralized platforms, like Mastodon, are built on blockchain technology and offer greater user control and transparency.
- Will social media be regulated more heavily in the future?
- Yes, governments around the world are considering and implementing legislation to regulate social media platforms and protect users from harmful content.
Want to learn more about the evolving landscape of digital ethics? Explore our coverage of digital ethics here.
Share your thoughts! What are your experiences with online abuse and platform safety? Let us know in the comments below.
