Under Siege by Social Media: Universities Facing Growing Reputational Pains

Universities are increasingly being thrust into the limelight because of social media, and putting these institutions at risk of fake news, misinformation or disinformation threats. We know that the internet has become a critical amplifier of incidents that might have otherwise remained localised.
The proliferation of hashtags, viral posts, and heated comment threads has turned campus-specific issues into matters of national and even international concern. These digital conversations often bring into focus themes such as accountability, religious freedoms, ethical standards, and campus safety, fueling widespread debate and scrutiny.
Further amplifying the impact of social media is the captive audience within universities, primarily composed of digital natives. These students, having grown up with technology, are inherently comfortable navigating social media platforms such as Instagram, TikTok, and X, which are deeply woven into their social and cultural lives.
The result is the rapid dissemination of news, content, and, unfortunately, misinformation. The open and unregulated nature of these platforms provides a fertile ground for the unchecked spread of fabricated or misleading narratives, which can further erode public confidence and deepen existing divides.
We know that social media serves as a double-edged sword, amplifying divergent views and intensifying public discourse. Supporters may rally to defend the universities, while critics often zero in on perceived inadequacies or institutional failures.
This polarisation exacerbates the situation, prolonging controversies and complicating efforts to restore trust.
In our latest analysis, we explore key examples and impacts of such incidents while offering recommendations for swift, transparent, and effective communication strategies.
“Ham” and Cheese sandwich fiasco
Many universities are now leasing spaces to commercial entities such as coffee chains, gyms and fast-food outlets, aimed to provide students with added convenience while generating additional income for the institutions. But, universities may inadvertently expose their reputations to risks stemming from controversies linked to their commercial tenants, even when the institutions themselves are not directly involved.
For example, Universiti Malaya (UM) recently found itself at the centre of a controversy involving the sale of "ham and cheese" sandwiches at two on-campus convenience stores, sparking discussions about the preservation of the halal integrity of products on campus.
Potential problems that could arise is the use of the “ham” label. While it may not necessarily refer to pork in some contexts (e.g., turkey ham or chicken ham), its use can create confusion. If details about the actual ingredients or halal certification process are unclear, false assumptions about intentional wrongdoing or negligence can proliferate.
Additionally the presence of a halal logo on a potentially non-halal product could lead to accusations of fraud, even if it is an honest labeling mistake, sparking debates over certification processes.
The university may be unfairly blamed for the controversy, even though the issue originates with a third-party vendor and accusations of lax oversight or insufficient due diligence could lead to broader criticism of how the university manages its partnerships and commercial arrangements.
Cat killings on university grounds
Last December, UM became embroiled in another incident. The campus grounds became the centre of a disturbing series of animal deaths, with at least six cats found mutilated on campus. Investigators and animal rights activists debate over the cause of such brutalities.
Such incidents can spark accusations of ritualistic animal abuse and could go viral, intensifying public outrage. Misinformation suggesting sinister motives—such as occult practices, targeted animal cruelty, or cover-ups—could gain traction, even without evidence.
Added to this, if not addressed, the university and its stakeholders could be stigmatised, be the target of smear campaigns. Fake news about campus security can spread rapidly and exaggerated fears about safety about potential threats to humans, such as attacks by wild animals or individuals with violent tendencies.
Communities talk: Conversion and Islam
Online community platforms like Reddit are frequently used by students to share opinions, voice frustrations, and discuss university-related activities.
In a recent case, students used Reddit to debate the mandatory attendance of non-Muslim students at Islamic events and allegations of forced conversions at Universiti Teknologi MARA (UiTM). UiTM is an institution exclusively reserved for Bumiputera students - ethnic Malays and other indigenous groups, including the Orang Asli and native communities of Sabah and Sarawak.
UiTM swiftly responded with a statement, aimed at clearing any tensions that could arise from this. But as online chat rooms often serve as unofficial channels for highlighting controversial issues, universities need to be aware of this space and misinformation risks involved.
Public institutions have to be alert of the impact arising from such chatter, as quotes from university representatives, government officials, or student leaders could be selectively edited or taken out of context to make it seem as though they are endorsing forced conversion or discriminatory practices.
Also, use of hashtags to spread the virality of a trend by malicious actors, alongside the use of social media influences can fuel a polarising fire. The use of influencers with a large following amplifies misinformation, either intentionally or unknowingly, by sharing sensationalised posts or articles that present a skewed version of the truth.
Take Charge of Your Brand's Narrative
Institutions must be proactive, anticipating potential risks and preparing to respond in real-time with clear, factual information. Delayed or poorly crafted responses not only deepen the backlash but also signal an inability to adapt to the digital age’s demand for immediacy.
Social media users’ relentless demand for accountability leaves little room for error, and universities must recognize the vulnerability of their reputations in this hyperconnected environment.
The impact of misinformation can be significant, but universities do not have to face it alone. Faqcheck’s customised strategies will safeguard reputations and share your story with authenticity:
- Building Brand Trust: Foster credibility with engaging, fact-verified content.
- Accurate Content Assurance: Publish with confidence, knowing every piece is thoroughly verified.
- Misinformation Defense Training: Empower your team to effectively address and counter false information.
- Fake News Brand Monitoring: Stay ahead of misinformation with instant updates and our upcoming AI-driven tool.
As universities are increasingly being put into the spotlight, Faqcheck recommends controls over your narrative and protects what matters most. Let’s work together to secure your brand's reputation.