While the drops were a minor blip for the majority of Twitter users, some brands and celebrities faced percentage drops in the double-digits. Marketers have welcomed Twitter’s global purge of suspect and dormant accounts, citing greater transparency and increased credibility as benefits of the clean-up. But some analysts say Twitter is still not doing enough to prevent abuse on its platform. Removing inactive accounts and bot networks has also improved the ability of marketers to accurately gauge a campaign’s influence.
Marketers have welcomed Twitter’s global purge of suspect and dormant accounts, citing greater transparency and increased credibility as benefits of the clean-up. But some analysts say Twitter is still not doing enough to prevent abuse on its platform. Removing inactive accounts and bot networks has also improved the ability of marketers to accurately gauge a campaign’s influence.