With news that Twitter is conducting an exercise to establish just how many fake, spam accounts are on the platform; it’s time to understand what it is looking for and avoid falling under the axe. First, how does Twitter classify fake accounts?

Under its policy on platform manipulation, the company has the following rules to spot fake, spam accounts:

1. Accounts with overlapping uses like similar personas or substantially identical content;

2. Accounts that interact with one another mutually.

3. Accounts that post duplicative content or create fake engagement like: posting similar Tweets or hashtags, engaging (Retweets, Likes, mentions, Twitter Poll votes) repeatedly with the same Tweets or accounts, coordinating with or compensating others to engage in artificial engagement or amplification.

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Of course, the company will bring in other metrics and checks to verify what fake accounts really are, but knowing these three criteria is important. Additionally, when you operate different Twitter accounts from the same device, you should not use them all for the same purpose. Otherwise, you are at the risk of getting an account flagged for spam.

Also, the seriousness of the exercise creates the possibility of previous transgression being punished now. As the company explains it:

“You can’t mass-register Twitter accounts or use automation to create Twitter accounts. You can’t artificially amplify or disrupt conversations through the use of multiple accounts…”

If you are a professional social media manager, now is as good a time as any to understand Twitter’s policy.

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