Social media is now the primary engine of traffic on the web, and if you aren’t creating posts that can be easily shared, it’s likely they aren’t being seen. This session will cover how to use Open Graph tags to shape how your content is viewed on Pinterest, Twitter, and Facebook and take advantage of new features like Pinterest’s Buy Pins for products and apps. If you make something beautiful, people will share it. Learn how to easily craft flexible posts that look good everywhere.

1. Rich Pins, Twitter Cards,
and Facebook:
HOW TO SUPER-CHARGE YOUR
SOCIAL MEDIA STRATEGY WITH
WORDPRESS

3. Do you ever share posts from your WordPress site to
Twitter or Facebook, only to find your images are
missing, content is compressed into a short URL, or
your text is awkwardly
cut off mid-sentence?
Open Graph gives you control over how your content
is presented on social media.

4. What is Open Graph?

6. Or, in my own words: Open Graph is a method of
using meta tags in your HTML to tell social networks
like Facebook and Pinterest (and Twitter! and
Google+! and even LinkedIn!) how to display
information from your website.

7. Facebook introduced Open Graph in 2010
to make it easier for their bots
to grab information
from external websites and display it
like a native Facebook object.

8. Why is Open Graph important?

9. Why is Open Graph important?
According to Search Engine Journal, as of December 2014
the top eight social media networks were responsible for
driving 31.24% of all traffic to websites.

11. Facebook drives the majority of
social media traffic referrals, but
Pinterest is the next highest
contender, with 70 million users to
Facebook's billion.

13. Don’t let the numbers fool you
Facebook has a long-established ad network and the statistics don’t
distinguish between referrals that come from Facebook Ads or Groups,
or Business pages, or personal timelines.

14. Don’t let the numbers fool you
Facebook has a long-established ad network and the statistics don’t
distinguish between referrals that come from Facebook Ads or Groups,
or Business pages, or personal timelines.
Pinterest’s entire model is aggregating links to external websites.

16. Don’t let the numbers fool you
Facebook has a long-established ad network and the statistics don’t
distinguish between referrals that come from Facebook Ads or Groups,
or Business pages, or personal timelines.
Pinterest’s entire model is aggregating links to external websites.
LinkedIn’s referral share has dropped significantly because they’ve
introduced more tools for posting content to LinkedIn itself.

17. Don’t let the numbers fool you
Facebook has a long-established ad network and the statistics don’t
distinguish between referrals that come from Facebook Ads or Groups,
or Business pages, or personal timelines.
Pinterest’s entire model is aggregating links to external websites.
LinkedIn’s referral share has dropped significantly because they’ve
introduced more tools for posting content to LinkedIn itself.
And YouTube’s referral traffic has dropped 96% since 2012 as they’ve de-emphasized
commenting and reworked their interface to keep viewers on YouTube.

18. Rich Pins have an 80% higher repin
rate than regular pins.

19. Rich Pins have an 80% higher repin
rate than regular pins.
If your content is beautiful, people
will want to share it.

20. How do I use Open Graph?

21. 1. Add the tags to your HTML
2. Validate the tags
3. Post!

22. Whoa.
Slow down
WHAT tags?

23. Tags like these:

31. Pay attention to character limits

32. SEO Best Practice: Avoid duplicate content

33. 1. Add the tags to your HTML
2. Validate the tags
3. Post!

34. Facebook Debugger
https://developers.facebook.com/tools/debug/og/object/

39. 1. Add the tags to your HTML
2. Validate the tags
3. Post!

40. Twitter Card Validator
https://cards-dev.twitter.com/validator

43. Twitter Summary Card

44. Twitter Summary Card w/Large Image

45. 1. Add the tags to your HTML
2. Validate the tags
3. Post!

46. https://developers.pinterest.com/rich_pins_overview/

47. Product Pins and Buyable Pins
Product Pins can display:
Price, including Sale prices with
a start and end date
Color information
Geographic availability
Stock Availability
Use Yoast’s WooCommerce SEO
add-on to add Open Graph
metadata to WooCommerce

48. Product Pins and Buyable Pins
Buyable Pins allow visitors to purchase products directly from Pinterest,
including additional search filtering that makes it a lot easier to find the
products you want to buy.
Nice for impulse purchases, and reduces the number of clicks between
your visitor and a successful sale.
But! Buyable pins are currently available only to Shopify and
Demandware users. If you pay $10 a month you can integrate your
Shopify store with your WordPress site, or do what I do and keep
adding your sites to the waitlist to request WooCommerce functionality
(it’s in the works).

49. Pinterest Rich Pin Validator
https://developers.pinterest.com/rich_pins/validator

52. 1. Add the tags to your HTML
2. Validate the tags
3. Post!

53. Google+
Google is the best at making beautiful
results from general data.
The easiest way to validate Open Graph
data for Google Plus is to share a post.

54. Google+ Post with Open Graph:

55. Google+ Post without Open Graph:

56. But if you want to really dig in, Google
offers three interesting tools:
Snippet:
https://developers.google.com/+/web/snippet/
Structured Data Testing:
https://developers.google.com/structured-data/testing-tool/
Webmaster Tools Data Highlighter:
https://support.google.com/webmasters/answer/2692911?hl=en

57. 1. Add the tags to your HTML
2. Validate the tags
3. Post!

58. Uh-oh.

61. Plugin Alternatives

62. Facebook Open Graph, Google+ and Twitter Card
Tags
https://wordpress.org/plugins/wonderm00ns-simple-facebook-open-graph-tags/

64. WordPress Social Sharing Optimization
https://wordpress.org/plugins/wpsso/

65. Resources
Plugins:
WPSEO by Yoast
https://wordpress.org/plugins/wordpress-seo/
https://yoast.com/wordpress/yoast-woocommerce-seo/
Facebook Open Graph, etc
https://wordpress.org/plugins/wonderm00ns-
simple-facebook-open-graph-tags/
WPSSO
https://wordpress.org/plugins/wpsso/
Validators:
https://developers.facebook.com/tools/debug/og/object
/
https://cards-dev.twitter.com/validator
https://developers.pinterest.com/rich_pins/validator/

66. Image Cheatsheet and Template
Sprout Social’s Always Update Image Cheatsheet on Google Drive:
https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit
TechnoSiren’s PSD Blog Template with Smart Objects and Actions:
https://drive.google.com/file/d/0BwhBdi9o6WT9VFZ0akxUTFliTnM/view?usp=sharing

67. Did you learn something helpful today?
Got any suggestions for improvement?
Share your thoughts on today’s session at
http://wclax.reviews/
BRIANNA PRIVETT
SUPER-CHARGE YOUR SOCIAL MEDIA
STRATEGY WITH WORDPRESS