Respect our users, their trust and safety
In certain instances, you may wish to reference a specific Twitter user or feature them in marketing collateral. Please respect our users’ voices, their trust and safety. Please be thoughtful about using their content in a manner that they would expect. You must require their explicit consent before featuring them in marketing material.
Using @mentions to reply to Tweets or include other users in a conversation is a core part of the Twitter experience for individuals and brands. However, the use of @mentions can quickly turn spammy when sent on an unsolicited basis.
Guidelines and best practices ensure Twitter Official Partners are contributing to the public conversation on Twitter by only sending @mentions that users want and expect to receive. While this guidance is applicable for all Twitter users, it is particularly relevant for brands and Twitter Official Partners looking to engage in customer care and marketing activities on the platform.
Twitter prohibits sending automated unsolicited @mentions. Automated @mentions are allowed only when a user has indicated a clear intent to be contacted. Complete rules on when and how brands can send automated @mentions (including acceptable user opt-in techniques) are in the Automation Rules.
Sending @mentions manually (for instance, through the use of a team of people operating an account) should not be used as a method to circumvent Twitter’s policy on automated @mentions. Sending a large volume of manual unsolicited @mentions is a violation of the Twitter Rules, and may result in enforcement action against accounts engaged in this behavior. As with automated @mentions, a good rule to live by is that brands should only @mention users who have indicated an intent to be contacted.
Primary scenarios where brands can be sure that users want and expect to be @mentioned:
A user @mentions or Tweets the name of a brand requesting help, giving a compliment, issuing a complaint, etc.
A user #hashtags the name of a brand requesting help, giving a compliment, issuing a complaint, etc.
A user Tweets a widely known acronym/truncated version of a brand’s name (e.g.: “McD’s” instead of “McDonalds”) requesting help, giving a compliment, issuing a complaint, etc.
A brand tells users that they will reach out to them after they Tweet a specific (i.e.: not generic) hashtag(s). The user Tweets and a brand queries Twitter based on the hashtag(s).
Brands are part of the conversation on Twitter. So, it is acceptable for a brand to occasionally @mention a user or another brand to participate in an exchange taking place on Twitter, or to give the brand a human voice on the platform. However, these interactions must be both high quality and low volume. Each @mention must be personalized content crafted as a response to an individual Tweet. (Note that templatized manual @mentions are not considered conversational.) Similarly, conversational @mentions must only form a small minority of a brand’s overall content on Twitter. Twitter reserves the right to take enforcement action against accounts found to be sending any volume of @mentions that are substantially similar, duplicative, bulk, or otherwise disrupt the user experience.