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The Science of Social
Jennifer Sable Lopez
Sr. Director of Community & Audience
Moz
@jennita
@jennita #SearchFest
$$$$$
@jennita #SearchFest
@jennita #SearchFest
@jennita #SearchFest
@jennita #SearchFest
NO
@jennita #SearchFest
@jennita #SearchFest
I’M
DONE
WITH
YOU
@jennita #SearchFest
Try the Quartz version
Try the Quartz version
@jennita #SearchFest
@jennita #SearchFest
@jennita #SearchFest
Quartz has more links, too
When you publish a
piece of
content
Social Media is key to
gaining momentum…
Social traffic after
post launch:
Feb 2015
Social Media is key to
gaining momentum…
Social à Engagement
à Links à Traffic
February 2016
Social à Engagement
à Links à Traffic
2016 Organic traffic
2016 Social traffic
Put your
best Social foot
forward
@jennita #SearchFest
Awesome, here.
@jennita #SearchFest
Awesome, there.
@jennita #SearchFest
Awesome, everywhere.
@jennita #SearchFest
Make your content do
the work
at least some of it
Start with Open Graph
OpenGraph code
http://ogp.me
@jennita #SearchFest
Plugins & things
@jennita #SearchFest
Modify your own
Modify for your audience
<title> tag
No images in
post
Modify for your audience
Open graph title
Open graph image
@jennita #SearchFest
Modify for your audience
@jennita #SearchFest
Facebook caches OG info
@jennita #SearchFest
@jennita #SearchFest
Facebook debugger re-caches
Facebook debugger re-caches
New image for
2015
New title &
description
@jennita #SearchFest
Fix other people’s content J
Nice image!
Hmm but what’s
this?
@jennita #SearchFest
Run it through FB debugger
Same image
Hooray! Title &
description
LinkedIn pulls from OG
LinkedIn pulls from OG
Enhance with Twitter
cards
Regular text tweet
@jennita #SearchFest
Summary card (default)
Better!
@jennita
Summary card large image
The
winningest!
@jennita
Summary card large image
Cyrus
approved!
@jennita
Twitter card code
<!-- Twitter card data -->!
<meta name="twitter:card" content="summary">!
!
<meta name="twitter:site" content="@twitterhandle">!
!
<meta name="twitter:creator" content="@AuthorTwitter”> !
!
<meta name="twitter:title" content=”Title specific to
Twitter – short works great!">!
!
<meta name="twitter:description" content=”Remember this is
being shared on Twitter, make it enticing to the FB user.">!
!
<meta name="twitter:image" content=”image URL for the image
you want to display”>!
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!
Add your site
@jennita #SearchFest
Twitter card analytics
Social markup isn’t
just code, it’s a
creative delivery of
the brand
Make it a part of the
marketing process
@jennita #SearchFest
@jennita #SearchFest
@jennita #SearchFest
@jennita #SearchFest
Email header
@jennita #SearchFest
Blog header
@jennita #SearchFest
Social assets
@jennita #SearchFest
@jennita #SearchFest
Don’t leave your social
branding to chance
The science is as
important as the art
Take your tech to the
next level
Show off pics better
@jennita
Find the best time to post
@jennita #SearchFest
Find the best time to post
@jennita #SearchFest
When do you get most clicks?
What gets the most clicks?
@jennita
What gets the most clicks?
@jennita #SearchFest
What type of content works best?
@jennita #SearchFest
Measure engagement
@jennita #SearchFest
Combining the art &
science of social will
help your brand soar
Jennifer Sable Lopez
Sr. Director of Community & Audience
Moz
@jennita
Thank You!
Tools Mentioned
Ø  Bitly
Ø  Buffer
Ø  FollowerWonk
Ø  IFTTT
Ø  SproutSocial
Ø  TrueSocialMetrics
Resources
Ø  Measure Social –
http://moz.com/blog/social-engagement-metrics-that-matter
Ø  Social Meta Data Templates –
http://moz.com/blog/meta-data-templates-123
Ø  IFTTT Recipes for Marketers –
http://www.seerinteractive.com/blog/ifttt-recipes-for-marketers
Ø  Open Graph –
http://ogp.me/
Ø  Twitter Cards –
https://dev.twitter.com/cards/overview

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