This year the Twitter team has taken some steps with the goal of keeping Twitter free of spam – a considerable issue that users face. These new rules that have been put into place also affect automation and the use of multiple accounts, and is, therefore, important for users as well as marketers. The idea behind this is to encourage better sharing practices and to give Twitter users a better experience.
So how are these rules going to affect you? These new rules mean there are a few extra steps for social media managers. But overall, they will provide a beneficial experience for Twitter users as well as marketers.
The general idea behind the rule is that you can’t simultaneously post identical or substantially similar content on multiple accounts. This applies regardless of whether the Tweets are published to Twitter at the same time, or are scheduled/queued for future publication.
- Posting to multiple accounts
Twitter said: Posting duplicative or substantially similar content, replies, or mentions over multiple accounts you control, or creating duplicate or substantially similar accounts, with or without the use of automation, is never allowed.
This means that you can’t post identical or similar content to multiple accounts. You can’t create similar multiple accounts. And all of this is applicable irrespective of whether you tweet manually or use an automation tool.
What you are allowed to do is retweet content to your multiple distinct accounts. However, you can’t get aggressive with retweeting; retweeting from a gazillion accounts – e.g. bulk, high-volume automated retweeting – will lead to enforcement actions by Twitter.
- Posting multiple similar tweets
Twitter said: Posting identical Tweets over multiple hours or days, or scheduling duplicate content for future publication, is still a violation of our rules.
It’s quite self-explanatory. You can’t manipulate the rules by posting or schedule duplicate tweets over a short staggered time frame – like after a few hours or one day after the next.
The following should be organic. Although it is a little unclear on whether the content may be posted after a month’s time or so, it’s best to avoid it.
- Posting multiple tweets to a trending topic Twitter said: Posting multiple updates (on a single account or across multiple accounts you control) to a trending or popular topic (for instance, through the use of a specific hashtag) with an intent to subvert or manipulate the topic, or to artificially inflate the prominence of a hashtag or topic, is never allowed. It is quite clear on what you can’t do: post multiple tweets to dominate a trending topic so you can artificially drive traffic, or use the impetus of the trend to draw attention to and tout unrelated accounts, products or initiatives. This applies to single and multiple accounts, whether or not you’re using a hashtag, or in circumstances where the content is identical or similar.
- Simultaneously perform actions such as Likes, Retweets, or follows from multiple accounts Twitter said: The use of any form of automation (including scheduling) to post identical or substantially similar content, or to perform actions such as Likes or Retweets, across many accounts that have authorized your app (whether or not you created or directly control those accounts) is not permitted. You can’t control several accounts to follow a specified account. Some tools allow you to Like, Retweet or follow a post from multiple accounts, sometimes just by clicking it in one account. This is disallowed and may result in a suspension of your account.
There are more rules regarding spam, the tweet thread, and scheduling, but the points elaborated above are the 4 highlights to the new regulations.
How do marketers and social media managers benefit from these new Twitter rules?
Twitter has tried to be quite exhaustive about the rules pertaining to what you can’t do, to better the overall spam issue. This comes as a blessing in disguise to marketers who salve over creating quality content to be seen.
- You no longer have to vie with spam for the attention of followers.
- With the limit on the number of posts and the restricted identical content pieces that can be posted to Twitter, you have more time to craft and better the few posts that you’re allowed to send out, making them punchier and more targeted.
- The new rules are expected to improve the quality of tweets. When this happens, it’s likelier for people to interact with tweets. This engagement could drive more traffic organically.
So get started on adapting these new regulations to your marketing strategies to get the best out of the system!