Instagram and Facebook are in chaos. Here’s what PR pros should do.

Meta — and with it, legacy social media platforms Facebook and Instagram — is flailing.

Profits are down. The products are trying frantically to pivot, Instagram to some unholy mashup of TikTok and Snapchat, Facebook to some metaverse alternate reality future only Mark Zuckerberg can see.

Wait, now they’re not pivoting. Now they’re pausing changes in the face of criticism. They’re listening. They’re reconsidering.

What’s a PR professional to do? We’ve all become reliant on these tools to directly reach our audiences. But every day it feels like these platforms are telling us they’re going to change — and we must change with them.

Here’s what to keep in mind during this time of social media uncertainty.

Social media was never the goal