Marketers have welcomed Twitter ’s global purge of suspect and dormant accounts , citing greater transparency and increased credibility as benefits of the clean - up . While many accounts experienced a significant drop in followers as a result of the exercise , agency executives saw this as a positive move from inflated accounts , and towards more valuable data , such as user engagement . Removing inactive accounts and bot networks has also improved the ability of marketers to accurately assess 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. While many accounts experienced a significant drop in followers as a result of the exercise, agency executives see this as a positive move from inflated vanity metrics and towards more valuable data, such as user engagement. Removing inactive accounts and bot networks has also improved the ability of marketers to accurately gauge a campaign’s influence.