Abstract

This study examines how Meta as a company of various social media platforms communicates the disinformation crisis. Social media platforms are seen as a breeding ground for disinformation, and companies like Meta risk not only suffering reputational damage but also being further regulated by national and international legislation. We consider in this paper the news stories that Meta posted on the topic of disinformation on its own website between 2016 and 2022 as crisis communication, and build on insights from this domain that discuss some key response strategies. In this way, we conclude that Meta’s communication can be seen as crisis communication, and that it uses strategies such as addressing different stakeholders, sticking to key messages when discussing the interventions, and holding itself responsible for finding a solution rather than for the problem of disinformation itself. These insights contribute to understanding how Meta seeks to validate its legitimacy during this ongoing crisis, and how it engages in self-regulation.