You need to know: Twitter’s new sharing policy

While the social media giant’s recent policy updates are a change for the better, they pose a few challenges for marketers.

While the social media giant’s recent policy updates are a change for the better, they pose a few challenges for marketers.

Twitter is now preventing artificial amplification of tweets as part of their efforts to protect against Russian bots, “fake news,” and other types of spam. This means third-party apps won’t be able to post the same Tweet twice or share the same content repeatedly.

What does this mean?

Platforms that manage multiple Twitter accounts or run employee advocacy programs will be most affected. Accounts that don’t comply with these updates may be suspended.

More detail

  • Any form of automation (including scheduling) that posts 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 no longer allowed.
  • Users can’t Tweet identical or substantially similar content to multiple accounts. If you’re using an automated Tweet sharing service, identical or similar post copy published from more than one account will be rejected. This is the same for likes, retweets or follows from multiple accounts.
  • TweetDeck users will no longer be able to post from multiple accounts to perform the same post sharing action such as tweeting, retweeting, liking, or following.

These updates mean automated Tweet-sharing, seen in many employee advocacy programs, are no longer able to include suggested tweet copy. Instead, users must write their their own posts.

When managing multiple accounts, Twitter suggests users Retweet content from one account via the other accounts. Remember, however, that high-volume automated retweeting is not allowed.

This policy change comes as social media platforms such as Facebook are being scrutinized more than ever before. These updates are designed to encourage a more authentic experience and sharing of information; something that users have come to increasingly value and expect.

While these updates will force some of us to change how we work, it’s not all bad. This is an opportunity to ensure that our brands, and employees, are encouraging authentic, high-value content sharing.

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