Umut IŞIK Social Media Optimization Open Graph Tags
Jun 21, 2015
Umut IŞIK
Social Media OptimizationOpen Graph Tags
▪ Social Media
▪ Website Integration
▪ Social View
▪ How to optimize
▪ Sample Page
Agenda
A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.
1. Social Media
Clasification
1. collaborative projects (Wikipedia)
2. blogs and microblogs (Twitter, Tumblr)
3. content communities (YouTube and DailyMotion)
4. social networking sites (Facebook, Google+)
5. virtual game-worlds (World of Warcraft)
6. virtual social worlds (Second Life)
1. Social Media
How do we use?
▪ Directly▪ Personal accounts
▪ Share
▪ Indirectly▪ Website Integration
1. Social Media
Why?
▪ followers
▪ visitors
▪ customers
▪ money ☺▪ fame
2. Website Integration
Old Days
1. SEO
2. Link share
3. Page Rank
2. Website Integration
SEO is dead!
▪ Google displays only 13% organic results
2. Website Integration
Social Media is rising. (Forrester Research)
2. Website Integration
Social Media is rising. (Forrester Research)
▪ 54% of consumers find websites through natural search results, up from 50% in 2011 but still 7% less than in 2010
▪ Social networks are the second-most preferred discovery resource, with 32% using them in 2012, up from 25% in 2011 and 18% in 2010.
▪ 50% of 18-24 year old and 43% of 24 to 32 year old are using social media as their main internet discovery resource
2. Website Integration
Social Media is rising. (Forrester Research)
▪ Links are the third important means of website discovery, with 28% saying they found websites from links on other sites, down from 31% last year.
▪ Just 18% of those surveyed said that they use ads for website discovery, an improvement from 2011, when paid search was the least popular form of website discovery, with only 8%
2. Website Integration
Social Media is rising.
▪ Be remarkable on Social Media
2. Website Integration
▪ Social Media Buttons
▪ Social Media Integration (Login, Comments)
▪ Social Media Accounts
2. Website Integration
▪ Loyal visitors share your content▪ Buttons
▪ Using URL directly
2. Website Integration
Share (What happens)▪ Url is shared directly / in text
▪ Social network agent visits the Url
▪ Agent parses meta / content
▪ Social view is created
3. Social View
Social View (How?)▪ HTML is parsed
▪ Title, description and images
▪ Open Graph Tags
3. Social View
Open Graph▪ Help people tell rich stories on Facebook from your app through a
structured, strongly typed API.
▪ Agreed as a standard
▪ Used by other social networks
3. Social View
Open Graph
3. Social View
Basic Open Graph Tags
3. Social View
Tag Descriptionog:title the title of the piece of contentog:image the image that will be shown in the screenshot of the contentog:url the URL of the pageog:description the description will be shown in the screenshot of the piece of
contentog:type the type of object your piece of content isog:site_name the name for the overall site. e.g., "IMDb".
Open Graph Tags For Twitter
3. Social View
Tag Descriptiontwitter:title the title of the piece of contenttwitter:image the image that will be shown in the screenshot of the contenttwitter:description the description will be shown in the screenshot of the piece
of contenttwitter:card the card type of your piece of content is
Twitter Cards
3. Social View
Type DescriptionSummary Card Default Card, including a title, description, thumbnail, and
Twitter account attributionSummary Card with Large Image
Similar to a Summary Card, but offers the ability to prominently feature an image.
Photo Card A Tweet sized photo CardGallery Card A Tweet Card geared toward highlighting a collection of
photosApp Card A Tweet Card for providing a profile of an applicationApp Installs and Deep-Linking
An extension to any Card that provides app download and deep linking
Player Card A Tweet sized video/audio/media player CardProduct Card A Tweet Card to better represent product content
Summary Card
3. Social View
Photo Card
3. Social View
Product Card
3. Social View
Use Open Graphs
If not?▪ Agents tries to find proper data in the page html
▪ No good social view
4. How To Optimize
Obey the rules▪ Max character limits on text values (title,description)
▪ Images with proper resolution and file size
▪ Check the rules from documantation pages of Social Networks
4. How To Optimize
Do not copy meta tags▪ Page title may not be proper for social view
▪ Description in meta tags is for search engines
▪ You can create custom images for social view
4. How To Optimize
Sample Page 1▪ Same product page from different sites
▪ NEX-3NL
▪ www.sony.com.tr and www.ebay.com
▪ Compare Open graph tags and social views
5. Sample Page
Sample Page 1▪ http://www.sony.com.tr/product/nex-3/nex-3nl
5. Sample Page
Social views For Page 1
5. Sample Page
Sample Page 1▪ og:title is the same as page title
▪ og:description is text formatted with «prodText» class
▪ No tags for Twitter-Cards
▪ No optimization for social view
5. Sample Page
Sample Page 2▪ http://www.ebay.com/itm/Sony-alpha-NEX-3NL-16-1-MP-Digital-
Camera-w-ED-Aspherical-16-50mm-lens-Black-/261324246448?pt=Digital_Cameras&hash=item3cd8238db0
5. Sample Page
Sample Page 2
5. Sample Page
Sample Page 2
5. Sample Page
Sample Page 2▪ og:title is different from page title
▪ og:description gives information about product status
▪ Twitter product card is used
5. Sample Page
Result▪ Page 2 is optimized
▪ Page 2 creates more meaningfull social views
5. Sample Page
https://developers.facebook.com/docs/opengraph
http://ogp.me/
https://dev.twitter.com/docs/cards
Resources