Twitter’s March 2018 policy update has left challenges for many marketers. Many marketers who rely on Twitter to do their social media sharings will have to adjust to the new changes.
Twitter no longer allows for individuals who have multiple Twitter accounts to do simultaneous post, or identical posts across multiple accounts. This means that companies or marketers who have multiple Twitter accounts will have to post the tweet one by one in accordance with the new guideline.
The new policy is intended to stop spammers and bots to create a ‘fake’ viral tweet on Twitter. In the past, Twitter has had credibility issues when a rumor spread about Russia influencing U.S general election through fake viral tweets. However, with this new implementation, it will inevitably take longer to tweet for content makers since they need to be more careful and pay closer attention to duplicate posts. Violators are heavily punished with potential suspension or deletion.
So what should marketers or tweeters do? The official suggestion from Twitter is to retweet content rather than tweeting out identical posts across multiple accounts. However, automatic retweeting or the use of bots to retweet the posts could lead to the same trouble with Twitter with potential suspension of your account. The notable change in this new policy is that Twitter wants the process of tweeting to be less automatic and be more ‘human’ per say as part of its real person verification process.
Many other social media platforms such as Facebook is also taken the initiative to verify users in order to create authentic consumer experience. For example, Facebook’s real-name policy is targeting users who are using fake names to spam or create malicious activities on Facebook with threats of suspension and deletion if the users cannot verify their real identity through proper channels.
This update is clearly not unique to just Twitter and Facebook but it is an update across many social media platform in order to safeguard against malicious users that seek to spread false, and potentially dangerous information to the public.