The ability to send automatic direct messages (auto DMs) to new followers is not built into the Twitter platform, and for good reason. While some brands and people use third-party tools to send auto DMs that welcome, acknowledge, or market to new followers, these generic messages encourage a significant portion of recipients to unfollow. Although there are very rare cases when auto DMs may fit a specific strategy, marketers must use tactics that build trust, attention, and advocacy rather than encouraging Twitter defections.