The barrage of postings from fake and troll accounts in the past few years has social media companies wary about the way posts make it onto their sites. This has now limited many companies' social media and content marketing strategies.
Before these newest rule changes, many marketing automation tools let companies prebuild a series of posts that would act as an evergreen content library. The user would then instruct the tool to post any of the messages in the library at predetermined times. This was an easy way to post important content repeatedly on the same social media site over a sustained period.
Stricter guidelines have not limited how outside automation tools that use evergreen content libraries can post to Twitter, Facebook, Instagram and LinkedIn. And since, in most cases, content needs to be posted multiple times to be seen by followers, limiting automation has caused a problem for companies with a robust content marketing strategy.
Here is what has changed in these tools' terms of service and how to adjust your company's social media and content marketing strategy:
As of March 2018, users are unable to post duplicate content to multiple Twitter accounts or post the same content more than once to a single Twitter account automatically.
This has taken away the functionality of many social media automation tools to post repeatedly for maximum exposure.
How to adjust your content marketing strategy: There's no real workaround to restore the exact functionality of an evergreen content library which automatically kept reposting to Twitter.
However, some social media scheduling tools are getting creative to abide by Twitter's new policies while providing the most automation possible.
For example, Meet Edgar allows users to formulate a post. The tool then reviews the content and creates multiple, unique updates for that piece. The user can choose to edit or delete Edgar's suggestions (or add their own variations instead), and then use the automation tool to schedule them out.
Using a content marketing strategy on social media can still be effective, but it now needs to be more carefully planned.
Other tools like Viraltag are trying to make it easier to create several unique tweets at once, but it's still a manual, one-at-a-time posting.
As of April 2018, Facebook no longer allows third-party applications to post content directly to personal profile pages. This means no automation scheduling tool can be used to post to a personal Facebook profile: Users actually have to be inside Facebook to post or schedule manually to post to a personal page.
The goal of this new policy is to prevent the misuse of personal profiles by troll and fake accounts and direct businesses to use company pages instead. This can be a problem since some companies may have built up large followings that started originally as personal profile pages and there is no way to transfer these "friends" directly to a company page.
How to adjust your content marketing strategy: Facebook is encouraging users to establish pages to promote their businesses, instead of personal profiles. For some companies, this may not make a difference if they started their Facebook presence using a company page. But if they established a following using a personal page, there is no way to convert it to a company page as previously stated.
While companies can still be able to schedule posts to Facebook pages, these businesses pages get less exposure in Facebook feeds than personal profiles since Facebook's algorithm now ranks these lower in priority. In order to be found, companies can consider paid promotions to boost their posts.
There are still restrictions on which third-party automation apps can post to personal Instagram accounts. Auto-publishing is only available to business profiles using Instagram designated partners like Sprout Social and Hootsuite.
In addition, only scheduling single photos—not videos or multiple photos—are allowed through these automation tools. If users want to post videos or multiple images, they'll have to do so directly through Instagram.
How to adjust your content marketing strategy: If a company has a personal Instagram account, it can be converted to a business Instagram account and keep all of its followers. Then you can use social media management tools to schedule your posts.
Nothing has changed on LinkedIn—the platform has the least restrictions for now. A user can employ social media automation tools to schedule and post to both personal profiles and company pages, although social media management tools do not give statistics on personal profiles.
Using a content marketing strategy on social media can still be effective, but it now needs to be more carefully planned. Some companies are creating a library of evergreen content outside of marketing automation tools by using resources like Evernote or OneNote and then scheduling them manually.
I think it's still worthwhile to use social media automation management tools because they often suggest the optimal time to post on each of the networks. Most of them also provide an analysis of the impressions, engagement and clicks from each post, which is important for every social media and content marketing strategy.
Just be aware of how these new guidelines can affect your strategy.
Read more articles on social media strategy.
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