The social media folks at Edgar wrote a super article about Twitter’s most recent changes to their terms of service (TOS.) Every time one of the big platforms changes the rules, folks freak.
Our service is based on good marketing principles, which are based on thinking like a human being, on generosity, on, believe it or not, kindness. And nobody’s TOS will ever ban those principles.
The New Rules and Our Solutions
Here are the two big changes at Twitter mentioned in the article, and why, despite their sweeping nature, they won’t matter round these parts.
Duplicate Actions Across Accounts
New Rule #1: No longer will someone who manages multiple accounts be able to post identical content to each account. If you have a personal account, a business account, and an author account, each will need a unique post.
Solution: This, we’ve done. In the future (which began yesterday) when we manage multiple accounts for one client, each post will be unique to that account. Similar, of course, because it’s the same message from the same person, but the tweet on your personal account will be more personal, the one on your business account will be more professional, the one on your author account, more authoritative. (Joel cracks himself up.) This means better content on each account. It’s a bit more work. It’s well worth it.
New Rule #2: Duplicative (sic) content is not allowed.
This one will need some clarification because in the TOS, no time limit is mentioned. Technically that means that if you have ever, in your Twitter life, posted “I’m so happy!” you can never again in your Twitter life post “I’m so happy!” Ever.
That’s ridiculous, incomprehensible, and probably unenforceable. They’ll either specify a time limit, or make one clear by who ends up in jail.
Solution: We have never posted identical content on the same day, let alone any shorter time period. Our past practice was never to repeat content the same week. We’re extending that so duplicate content (I don’t know what “duplicative” means but I’m assuming) will rarely, likely never, go out in the same fortnight (that’s a fancy word for two week or 14 days.)
We Have You Covered Because We Know What We’re Doing
This is not our first rodeo. With two lifetimes of experience in business, communication, technology, and marketing, we have always been far ahead of silly changes to social media network terms of service because while they’re reacting to spammers, bots, jerks, and the deeply confused, we’re human beings working with clients who care deeply about their message and their followers.
And there’ll never be a rule against that.