Learn the basics of Twitter and use these best practices to get started.

1. Twitter Training

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What is Twitter?
An information network.
Twitter is a real-time information
network that connects you to the
latest stories, ideas, opinions and
news about what you find interesting.
Tweets - small bursts of information.
Each Tweet is 140 characters long.
You can see photos, videos and
conversations directly in Tweets to
get the whole story at a glance, and
all in one place.
Interesting Facts
• 400 million Tweets a day
• 200 million active users
• Avg. distance between users 744
miles
• 16% of tweets contain links to
external sites
• Half of all tweets mention another
Twitter user

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Twitter for Business
Twitter connects businesses to customers in real time—and
businesses use Twitter to quickly share information with
people interested in:
• products and services,
• gather real-time market intelligence and feedback,
• and build relationships with customers, partners and
influencers.
From brand lift to CRM to direct sales, Twitter offers
businesses an easy way to reach an engaged audience.

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The Lingo
Direct Message – DM
These Tweets are private between the sender and recipient.
@
The @ sign is used to call out usernames in Tweets, like this: Hello @Twitter! When a username is
preceded by the @ sign, it becomes a link to a Twitter profile.
Hashtag - #
The # symbol is used to mark keywords or topics in a Tweet.
Mention
Mentioning another user in your Tweet by including the @ sign followed directly by their username is
called a "mention". Also refers to Tweets in which your username was included.
Retweet (noun/verb) – RT
A Tweet by another user, forwarded to you by someone you follow. Often used to spread news or
share valuable findings on Twitter. A Modified Tweet (MT) is when you RT someone, but you edit/modify
their Tweet before doing so.
Follow
To follow someone on Twitter is to subscribe to their Tweets or updates on the site.
Follower
A follower is another Twitter user who has followed you.

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Home 1
2
3
4
5
1. Tabs – Home
2. Timeline
3. Compose Tweet
4. (Same as above)
5. Trends

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Me 1
2 3
4
1. Tabs – Me
2. Inbox – Direct
Messages
3. Edit Profile
4. View photos/videos
you’ve posted

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Connect
1. Tabs – Connect
2. Interactions
3. New Followers
4. Retweets
5. Favorited
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4
1
2
5

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Discover
1. Tabs – Discover
2. Activity
3. Favorites
4. Followed
2
1
3
4

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Best Practices: Composing Tweets
• Mention – shows community, creates interaction, expands reach – Ex.:
@TwoBrothersBeer
• Hashtag – creates the ability to track keywords specific to campaigns – Ex.:
#RDiscovery
• Location – set location to show relevance to locality – Ex.: Schaumburg, IL
• 140 Characters – KEEP IT SHORT! Do not use all 140 characters—we
recommend 120 or less.

11. Source: http://www.edudemic.com/2013/02/twitter-tips-professional-development/ 10

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Best Practices: Composing Tweets
• Keep it conversational.
• Stay true to the brand voice.
• Understand what makes people share?
o Funny, helpful, newsworthy or inspiring content.
• Tweet exceptional content.
• Images, videos, links.
• Engage with followers.
• Ask questions. Listen. Show people you’re listening by responding.
• Be timely.
• Be relevant. Tweet during events and breaking news.
DO NOT BE “SALE-SY”!

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Best Practices
Optimize Timing
Timing matters, especially for breaking news or live Tweets. But how about for
everything else? The short answer: it depends on the content of the Tweet, your
objectives, your audience, their geography and more. The best way to optimize the
timing of your Tweets is to test and learn.
Tweet Often
Basic rule is between three to five Tweets
per day. You may want to try tweeting a
couple times a day to see how your
audience reacts, then adjust as needed.
Follow Others
Follow accounts that are interesting to your
business.

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Best Practices (Cont.)
Engage
Engage other Twitter users in conversation using @replies and mentions. The @reply
feature is intended to make communication between users easy and seamless.
Trends
Participating in Twitter trends, whether organically or through Promoted Trends, is the
best way to join global conversations.
Contests
Hosting a creative contest or sweepstake is a great
way to improve engagement on Twitter. Note—It’s
best to use third party sites (Ex.: Offerpop) to gain
insights on influencers.

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How do you grow your fan base?
Extension of Marketing Plan
Twitter is a tool. It should be an extension of your current marketing plan. Therefore, it
should be included on all marketing collateral materials, websites, verbally
communicated with guests and at any point of customer interaction.
Hashtags
Choose and promote a single hashtag, Ex.: #RLife. Although, we recommend a
campaign specific hashtag when necessary, Ex.: Hi Tweeps! Will we see you tomorrow
at #RDiscovery? #RLife
Content!!!

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How do you grow your fan base?
Content
• Tweet behind-the-scenes
videos/photos.
• Host Q&A sessions with your chef,
Navigator, GM, Wedding
Professional.
• Without being “sale-sy” give your
followers value with discounts and
promotions.
• Showcase your amenities in a
way that is fun and engaging.

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Who should I follow?
Again…it depends! On your location, demographics and
business objectives. Suggestions:
• Other hotels – know what the competition is doing!
• Local sports teams
• Restaurants
• Wedding bloggers, magazines and other publications
• Local news networks
• Vendors
• Hospitality and travel publications
• Businesses who frequently book your hotel
• Local attractions
• Followers who interact with you—show love to your fans!
• Professional organizations—they could book their next conference
with you
• Sources mentioned on the Navigator site

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Who should I follow?
What is a “List”?
A list is a curated group of Twitter users. You can create
your own lists or subscribe to lists created by others.
Viewing a list timeline will show you a stream of Tweets
from only the users on that list.
To create a list:
• Go to your Lists page. This can be done via the gear icon drop
down menu in the top right navigation bar or by going to your
profile page and clicking on Lists.
• Click Create list.
• Enter the name of your list, a short description of the list, and select if
you want the list to be private (only accessible to you) or public
(anyone can subscribe to the list).
• Click Save list.

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Who should I follow?
Suggested Lists:
• Discover Sports
 Local Sports Teams: Chicago Blackhawks, Chicago Cubs
• Discover Local Restaurants
• Here Comes the Bride
 Wedding bloggers, publications, vendors
• Hospitality Friends
 Competitors
• Travel
• Local News
• Renaissance Hotels
 Follow other Renaissance Hotels
• Discovery Local Spots
 Suggestions from Navigator
• Professional Organizations
 Industry groups (doctors, lawyers, fitness, etc.)

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Use Events to Engage
Industry Events
Incorporate a hashtag specific to the event to join or influence the conversation.
Ex.: Phoenix Comicon Convention – The Renaissance Phoenix Hotel
created a “Captain America” drink for the conference and tweeted
pictures of the drink and #comicon, welcoming comicon fans in town.
Seasonal Events
Mother’s Day, First Day of Summer, graduation, back to school.
Ex.: Sample Tweet – “Happy Mother’s Day to all the Moms who make you
feel at home no matter where you are, may we do the same!
#MothersDay”
Cultural Events
Sporting events, the Oscars, Discovery Channel – Grand Canyon Walk, etc.
Ex.: Sample Tweet – “How about those @NHLBlackhawks!!! Congrats on
your #StanleyCup win!

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Getting Organized
Create a content calendar
• Aligned with marketing and social strategy
• An extension of current social median (Ex.
Facebook)
Prepared Tweets
• Have others review content before posting—
the last thing you want to do is tweet with a
misspelling or content that could be
interpreted negatively.
When in doubt…follow @RenHotels!
• For tips on branding and voice, as well as for content
• Don’t forget to RT @RenHotels when possible

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Twitter Tools

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Q&A
Resource: https://business.twitter.com/

24. Twitter Training
THANK YOU!