What is Twitter Changing?
In the wake of accusations of bots spamming users with fake content, Twitter has taken the first step in cleansing their platform. From this week, organisations will not be able to simultaneously create and publish identical content to multiple Twitter accounts, except in exceptional crisis scenarios. Similarly, multiple simultaneous engagement with content such as ‘Liking’ or ‘Retweeting’ will be banned.
This is in an effort to improve the quality of content on Twitter and encourage organisations to tailor and personalise their messaging for their specific audiences, whilst preventing the artificial inflation of that content.
More information on this can be found in Twitter's own blog, click here to read.
Of course, for many marketing teams this will have a great impact on the way they manage their Twitter channels. This is particularly true for organisations with many Twitter accounts representing lots of different parts of the organisation, and who may currently rely on the ability to quickly replicate content across multiple accounts.
However, that is not to say these efficiencies will be lost, it is simply a case of working with the changes to find new ways of working that capitalise on the opportunity to better satisfy your audiences.
Although it is clear there may be some short-term disruption to marketing teams, in the long-term this change should be viewed as an opportunity to re-evaluate how the organisation’s Twitter accounts are managed. Taking the time to put a new strategy in place to deliver localised engagement and value, leading to potential market advantages. 🙌
To start we recommend considering the following:
Evaluate how social media is resourced in your organisation and the role of the Social Media Manager as in many cases it is the responsibility of only one or two members of the Marketing or Communications team to create and publish content to all the organisation’s social media accounts. Yet increasingly social media has permeated every part of the organisation, from local sites and teams, to customer service and recruitment, each with their own distinct Twitter accounts and audiences.
As social media is so widespread, it can no longer be one individual’s responsibility, instead the entire organisation must take ownership and work holistically. As such, local teams are best placed to create this unique content that will satisfy both the needs of your audience who are looking for relevant and tailored content, and Twitter’s rules. So how can organisations better capitalise on the skills and experience of colleagues across the business in social media delivery?
- The role of the Social Media Manager must continue to transition from being focused on the detail of doing social media, and take a step back to become the strategic force behind the project. In doing so creating time to develop content plans to continually improve the messages on their channels, work towards business objectives, and meet the demands of social media platforms calling for relevant local content.
- Working practices that support this new structure are essential to solidify the role of Social Media Manager as a support for local teams and guide for strategic direction. In this sense the Marketing and Communications team may provide a weekly set of suggested posts for best practice, leaving local users the freedom to customise this content as they see fit. This can help to build the confidence of local teams on social media and encourage ownership of channels and audiences who they know best!
- Quote tweets are a fantastic way to amplify a single centrally created message adding value by including additional detail and personalisation for the given audience. In this way efficiencies are still achieved, but with a localised approach that social platforms like Twitter champion.
In summary, it is clear that some short-term disruption to the day-to-day lives of social media managers may be unavoidable, but those organisations that are able to seize this opportunity to improve the quality and relevance of their content for their audiences will be rewarded! 🏆