He scratches his head. He has been reading about the changes Twitter recently made.
He is confused. There are so many unanswered questions.
Will I need to change my process? Does this mean I have to give up automation? Will they penalize my content?
Why is this happening?
Now, the poor social media marketer is hyperventilating.
Did this whole “changes to Twitter” scenario confuse or scare you or your friends?
Okay, first of all, relax! These changes are an attempt to crack down on “malicious activity” targeted around big discussions like the recent US presidential election. If you’re not involved in any kind of “malicious activity”, there is hardly anything to worry about. Trust me, by the end of this blog post, the changes by Twitter won’t be intimidating but a reason to celebrate.
“With our current capabilities, we detect and block approximately 523,000 suspicious logins daily for being generated through automation.
Since June 2017, we’ve removed more than 220,000 applications in violation of our rules, collectively responsible for more than 2.2 billion low-quality Tweets. Such activity represents a challenge to democratic societies everywhere, and we’re committed to continuing to work on this important issue.”
The above-mentioned changes will be in effect from March 23, 2018. There are two parts to these changes. Most marketers have clearly understood the obvious part-
This simply means you cannot post the same tweet again and again. It cannot be rescheduled for after 24 hours or after 3 days or any other crazy figure that comes to your mind. Post-rescheduling may be dead.
Over the past few years, social media marketers have completely automated their social media. Until recently a social media marketing job seemed like it too would’ve been taken over by bots. You’ve probably been using platforms that
This automation gives the impression that someone is behind the screen interacting with you at all times, but they really aren’t. Twitter was built for organic interaction and wants to move back to it. Twitter is done with that attitude -they’re now going back to their roots- organic interaction. This is a major part marketers have been missing out on the announcement. Authentic interaction is incredibly and increasingly important. Brands with authentic voices can-
These are valuable things that marketers have given up.
With the recent changes, Twitter is making a move to prioritize high engagement content. Over the last few months, they’ve been updating their policies to penalize marketers automating everything.
Automation meant marketers really didn’t need to spend more than a few hours a day on their content. In fact, we even tend to get lazy. Some marketers interacted with their audiences only when they did a prescheduled Twitter live chat or a live video.
Personally, we at Convirza are loving the internal change this update has caused! It does take more time, but we are having a blast!
The reason is, we are actually interacting with our audience online! This is so much fun because it is unpredictable, it’s a little messy, it requires every ounce of creativity we have, and it asks for a level of empathy that simply is absent in automation solutions. These changes are fascinating and we firmly believe they’ll turn out positive for both companies and consumers.
Social Media platforms were created for organic and raw social sharing. These platforms were created for people to communicate in unique ways with the society. Over time, marketers and malevolent sources such as hackers, those with their own agendas, and trolls, have learned to scheme and manipulate the system causing drastic changes to the social media platforms. It is more of a marketplace where people try to sell everything from their products to their twisted ideologies, ruining the whole experience.
Now, social media platforms are fighting back to offer their audiences the experience they originally signed up for. People join social media for a chance to express themselves uniquely and connect with their world. Twitter has taken steps to aid this. Corporate users need to re-think their Twitter strategies, spend more time interacting with their audience. Social platforms are changing to become more authentic and organic again. And so should your strategies.