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Twitter Guidelines

Twitter is an online social network and microblogging platform that enable users to communicate using

tweets (text messages) up to 140 characters.

As any other social network, Twitter has its own rules of engagement.

@mentions @ symbol, followed by username is used to send a direct message to user. Message is public, so all your

followers (and the followers of that user) can read it.

For a private message, select the option “Direct Message”. Please note that direct messages can be sent

only if the user is following you. Direct message is an important and effective feature as Twitter Users love

direct interactions and use the network to ask for information.

Mentions can be also used for mentioning other users. So the tweet can be read by their followers too.

@JohnDoe Yes you can buy Pirelli Trofeo in Perth.

Yesterday we had a great eventat @JaneDoe space. Thanks to @JohnDoe for his speech!

#hashtag The # symbol – called hashtag – is used to mark keywords or topics in a tweet. It is the Twitter way to

categorize messages. Click on a hashtag to display all tweets associated to that specific hashtag.

Hashtags allow you to reach a wider audience, “hooking" a current discussion between Twitter users, in

particular if is a current trend.

The#F1Australian GP is going to start! Hashtags allow you to turn words into keywords, without forcing the meaning / structure of the sentence.

This way, tweets can be easily found by people interested in that specific topic:

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#Pirelli Cinturato P6 isnowavailable in Australia! #Car#Tyres#Driving For a live tweeting event, check in advance if users are already exploiting a specific hashtag. If yes, use it in

your tweets. Otherwise you could tweet proposing to your fans the hashtag to be used for discussing the

event:

Everything is ready for the conference. Follow it live with us: #AustralianConf2012

Trends Twitter keeps you informed about current discussion trends, worldwide or for a specific country. Trends are

“hot” hashtags / topics. If related to your topic, you should join the discussion to reach new users and

increase your audience.

Best Practices • Know your audience: share with your followers what they are interested in, NOT what YOU want them

to do for you.

• Be fresh and exclusive: Twitter users crave for exclusive news and detailed information. Use Twitter to

anticipate news and create expectation. Don’t use Twitter as a link repository.

• Be conversational: always reply to people who interact with you; follow users that talks about your

topics and retweet them when they write something relevant. Try to ride trending hashtags / keywords.

• Retweet content: if someone writes about your topic and your content, retweet them. When you

retweet a link, check that it works properly and make sure where the link leads the user to.

• Do not tweet the same over and over: Try to find always something new and different.

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• Geo targeting: you can not target your content based on user's country. So, when you talk about

something local, please put a location referral. Make it a point to know what users are interested in and

to introduce people who have similar interests.

• Online Events: be sure to include time zone, hashtags, and ideally a link to additional information.

• Physical events: add location to your tweets and change its position in the tweets (at the beginning of

the message in some tweets, and at the end in others). If possible, include time zone and links for

additional information. Event hashtags are nice to share info, but not that helpful when someone doesn’t

even know about the event. So use hashtags for niche, location, or keywords.

• Use pics, especially during live events. Twitter is not an image repository but nice pics are appreciated.

Again, pics should be something informal, “behind the scenes”.

• Pics + keywords: when tweeting pics, add relevant text with hashtags. E.g. "Wow - Look how nice is

the new PZero Silver! #Car#Tyre". Just “Wow” would limit the reach of your message.

• Successful tweet? Don't write too much: a successful tweet is retweeted and users often add extra

comments in addition to "RT@Pirelli_Media". By doing this - and to fit it in the 140 characters limit - an

important part of your original message can be deleted. So when tweeting something potentially

successful, don’t write too much.

• Description for shared links: when sharing links, add relevant info about them.