Recent changes from Twitter have all been designed to prevent spam and maintain safety on the platform. In February, Twitter announced changes to its API for this very purpose. Beginning March 23, users will no longer be able to send duplicate tweets from multiple accounts:
What Exactly Is Twitter Doing?
Twitter is placing major limits on what users and bots may tweet to prevent duplicate content. This does not only refer to identical to posts coming from more than one account at the same time; the ban also includes “substantially similar” tweets.
Furthermore, developers will be unable to use a system that allows them to like, retweet, or follow multiple accounts at the same time. Users can still send out a single tweet or retweet from several accounts — but with restrictions. Twitter is banning high-volume automated retweeting, including over a long time period.
Twitter is removing these capabilities from the TweetDeck app immediately, whereas 3rd-party developers have until the March 23 deadline. Plus, developer apps may only cross-post alerts from another service to Twitter to a single account.
The only place duplicate tweet rules do not apply are for emergency warnings, such as for weather and public service announcement. Users will still be able to make these tweets from numerous accounts at the same time.
What Does This Mean for Your Business?
If you manage multiple Twitter accounts, you’ll no longer be able to schedule the same tweet to go out from more than one account. Furthermore, if you run an employee advocacy program, you’ll be unable to dictate the text that employees should share. Your staff will only be able to retweet the original message. Employees can still share the same links, but they’ll need to accompany the links with their own, unique text.
Why This Is a Good Thing
For a long time, Twitter has been infamous for being inundated with spam tweets, and this problem that has only become worse, especially with the influx of bots. All this has led to bad publicity for the platform, as users and bots manipulate topics, artificially inflate hashtags, and just generally spam newsfeeds.
For those using Twitter authentically, the move toward a spam-free platform is great news. With Twitter cutting the noise, your marketing efforts can better reach your intended audience. Although you may need to change your practices somewhat (probably sending out less tweets), this move will ultimately improve user experience on the platform. In other words, there will be more engaged users who are more susceptible to your message.