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An excellent social media marketing strategy is a crucial part of any successful brand’s growth. In today’s virtual world of fast-paced clicks and online retail, social media platforms have become an essential driver of traffic for businesses. Boosting brand engagement is the main focus of social media marketing campaigns. Optimizing a brand’s presence on social media must become a priority for companies that expect to grow exponentially.
A social media open graph is a protocol that was developed to extract the title, URL, and metadata from a webpage to display on a social media page. Businesses can use Open Graph to drive more social media traffic to their website and other landing pages, which in turn creates more brand awareness and generate more revenue for the business. Facebook first created the open graph in 2011 intending to integrate Facebook with other websites and social media platforms. Since then, several businesses have been using the open graph to integrate their brand presence across various different platforms by allowing for the sharing of content across platforms.
By using an social media open graph, businesses can direct popular social media applications like Facebook, Twitter, LinkedIn, Pinterest, and Google+ what information to display when users share content from their websites on these platforms. Brands must implore the skills of a web developer to properly prepare their webpages if a user decides to chare a post from a site on one of their other frequented applications.
Marketers use social media tags to boost click-through rates and generate more interest in content across different platforms. Three significant tags are common across all platforms. These include the og:title, og:image, and og:description. Some platforms also have a more detailed list of tag categories. This includes business type, type of post (website, article, blog), regional (country, state, city), etc. The tags resemble regular HTML format tags utilized by SEO. The OG tags in the head section of a webpage are what make it much easier for social media sites to find the correct information. This information is on display for each section of the social media post.
Each social media platform has a different format in which it displays shared content cards form other websites. Failure to tag your content effectively can hurt the performance of your posts online. Increased sharing of optimized content makes a band look more attractive on social media feeds. This, in turn, will help branded content reach more viewers and create traction on its merit. This results in new conversions or, at the least, a few additional followers on your social media pages. Tumblr recorded a 250% increase in its traffic after implementing an social media open graph.
Different social media apps have different criteria to meet before one of your posts can be shared. For example, Twitter has its card validator that ensures that brands enter all the essential tags into the network before publishing. Also, tweets that are tagged with relevant image receives 150% more retweets than posts that don’t have an image. Pinterest has six different types of social media open graph markups, also popularly referred to as ‘Rich Pins.’
These pins allow businesses to specify whether the content refers to movies, products, recipes, articles, places, or apps. By installing a social media plugin, brands get greater control over individual pages that makes everything that little bit easier. There are several useful social media tags plugins, extensions, and add-ons available online. Some examples include NextGen Facebook Pro (NGFB) and WPSSO Core.
Use the inbuilt debugger tool on Facebook, Twitter, and Pinterest. You can do so to double-check all meta tags before posting, These debuggers help you preview your post as it would appear on a feed. It even identifies errors and makes suggestions to rectify them. The debugger also gives the application time to pre-load tags and images. This is so that they render accurately on all posts shared.
By following a few basic principles, any business can use Open graph protocols to enhance their presence on social media applications and draw in more prospective customers.
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