Twitter is cracking down on its bots. While this is good news for American democracy, it’s not great news for solo entrepreneurs. There are several changes, but the one that hurts honest self-promoters the most is the end of recycling tweets.
The use of any form of automation (including scheduling) to post 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 not permitted. – Twitter
You can’t use the set it and forget it social media strategy anymore.
Automation tools on social media were great. They allowed you to spend some money in order to save time that you could use on bigger and better things. Twitter requires the most frequent posting of any social media platform, so the time saved was particularly valuable. Automated tweets saved time and saved money so the costs were worth it.
There is one exception to the automation rule. Conveniently, it’s Twitter ads. Promote Mode provides automated advertising for $99 a month. That feels like a lot when compared to other tools like Hootsuite and Buffer, but when you compare it to your own billing rate, it’s only a couple of hours. Plus, you could rationalize that the price includes whatever you’d spend on ads.
Still, it feels like a bit of a shake down – Twitter says you can’t use automation services unless it’s their service. But, if you’re a solo-entrepreneur and want promotion without much effort, it’s one of the few options left.
Promote Mode is an always-on, background solution to steadily increase your influence on Twitter every month. – Twitter
Maintaining an active social media account just became more time-consuming.
Going forward, it might be cheaper in terms of money to handle the new rules yourself. Tweeting can’t take up that much of your time, right? (It can, but that’s a topic for another blog post). By focusing on the details of social media instead of big picture strategy, client building, and paid work, you may be sacrificing growth and potential income.
Reallocating time is the philosophy behind automation services. Twitter wants a human touch, but that doesn’t mean you need to sink more of your valuable time into tweeting. The robots don’t work anymore so it’s time to go back to the Mechanical Turk (Wolfgang von Kempelen’s, not Amazon’s).