This document summarizes Eric T. Tung's presentation on optimizing social media for engagement. It discusses using tools like Facebook Open Graph and Twitter Cards to generate rich previews when sharing content. It also recommends building Twitter lists to curate content and using automation tools to schedule posts to multiple networks. Metrics like retweets, likes and shares are discussed to measure social media impact.

1. #CityMomsSocial
@EricTTung

2. Hi – I’m @EricTTung
• Social Media Manager from
@BMCSoftware
• Recently ranked #33 Social
Media Professional in the
World by Forbes!
• I Blog! In a few places, every
so often...
#CityMomsSocial
@EricTTung

3. What We’re Noodlin’
• Why Optimize Web and Graphics for
Social?
• Designing for Social Profiles & Posts
• Social Widgets for Web Design
• Using Facebook & Twitter Open
Graph & Cards
• Using Social Media Tools to increase
Engagement.
#CityMomsSocial
@EricTTung

4. “A brand is no longer
what we tell the
consumer it is – it is
what consumers tell
each other it is.”
- Scott Cook, co-founder Intuit,
Board Member Ebay, P&G

5. Social Networking is
HUGE.
World Populations
China 1,360M
India 1,241M
1,060M
560M
400M
USA 317M
Indonesia 249M
240M
Brazil 201M
Pakistan 185M
Nigeria 173M
150M

6. 6
Who’s on Social?
55-64: Fastest growth on
Twitter (79%)
45-54: Fastest growth on
Facebook (46%)
and Google+ (56%)

7. 7
94%
increase in web click-through
when search &
social combined
eMarketer
@EricTTung

8. Tweets with
photos are
94% more
likely to be
retweeted.
Dan Zarrella, Hubspot

9. 9
Photos on
Facebook
Generate
53% More
Likes.
Rebecca Corliss, Hubspot

10. Besides.. It Just Sucks When
This Happens.
@EricTTung

11. Facebook Page Graphics
851x315
180x180
(displays as
160x160)

12. Facebook Feed Graphics
1200x627 1200x1200

13. Twitter – Updated April 22!
1500x500
400
x
400

14. Tweeted Images
880x440 recommended
If Square Will Take Middle 1/2

15. How Can You Keep Up With
So Many Sizes?

16. Lots of Canva Options…

17. Pick a Layout, Background or
Upload

18. Change Text, Colors, Adjust
Design

19. Custom Design Word Art…

20. Link or Publish

21. Make More for Other Networks

27. Social Media
Widgets for
Your Blog
#CityMomsSocial
@EricTTung

28. Why Integrate with Facebook?
• The average media site integrated with
Facebook has seen a 300% increase in referral
traffic
• Users coming to NHL.com from Facebook
spend 85% more time, read 90% more articles
and watch 85% more videos than a non-connected
user.
• Outdoor sporting goods retailer Giantnerd.com
saw a 100% increase in revenue from
Facebook within two weeks of adding the Like
button.

29. Facebook Social Plugins
• Like Button: share pages and content from your
site back to their Facebook profile
• Share Button: share to Facebook, share with
particular friends or with a group or via private
message.
• Send Button: privately send content on your
site to one or more friends in a Facebook
message, email address, or group

30. American Eagle’s Like Button
• American Eagle
added the Like
button next to
every product on
their site.
Facebook-referred
visitors
spent an
average of 57%
more money
than visitors who
weren’t.

31. Facebook Social Plugins
• Follow Button: lets people subscribe to the
public updates of others on Facebook.
• Comments: lets people comment on content
on your site using their Facebook profile and
shows this activity to their friends in news feed

32. Twitter Widgets
• Embedded
Timelines: You
can embed a
timeline for Tweets
from an individual
user, a user's
favorites, Twitter
lists, or any search
query or hashtag.

33. Twitter Widgets
• Favorites: a favorites timeline may be created for any public
Twitter user, and displays that user's favorited Tweets.
• Tweets from a specific list of users. The header of the list
widget contains the list name, description, and links to the list
creator's profile. Retweets by members of the list are included
in the timeline.
• Search and #Hashtag: create a search timeline for any query
or #hashtag. You may also choose to enable “safe mode”,
which will exclude Tweets with common profanity and those
marked possibly sensitive from appearing on your website.

34. Grabbing Code for Twitter
Widgets

35. Where Should Sharing Buttons
Go on Blogs?
• Top or Bottom?
• Or middle if it’s a long post?
• Research shows do both top and bottom
for best results!
@EricTTung

36. Using Facebook
Open Graph and
Twitter Cards
#CityMomsSocial
@EricTTung

37. WTF is OG? Original
Gangsta’?
• Facebook Open Graph tags are included
in the HTML and allow the Facebook
Crawler to generate previews when your
content is shared on Facebook.

38. Hey Big Design, What Gives?
• Sharing the Big Design Website yields
nothing on Facebook…

39. Nobody Really Likes Radio Web
Design,
• But they used
Facebook
Open Graph
to customize
the image and
description!

40. Facebook Open Graph Tags
• og:title – The title of your article, excluding any branding.
• og:site_name - The name of your website. Not the URL, but the name. (i.e.
"IMDb" not "imdb.com".)
• og:url – This URL serves as the unique identifier for your post. It should match
your canonical URL used for SEO, and it should not include any session variables,
user identifying parameters, or counters. If you use this improperly, likes and shares
will not be aggregated for this URL and will be spread across all of the variations of
the URL.
• og:description – A detailed description of the piece of content, usually between
2 and 4 sentences. This tag is technically optional, but can improve the rate at which
links are read and shared.
• og:image – This is an image associated with your media. We suggest that you use
an image of at least 1200x630 pixels.
• fb:app_id – The unique ID that lets Facebook know the identity of your site. This
is crucial for Facebook Insights to work properly. Please see our Insights
documentation to learn more.
erict.co/FacebookOG

41. Facebook Open Graph Tips
• Learn what people like to share (if you have a
Facebook Page, use Insights)
• Check Facebook Crawler settings for public and
private content.
• Use proper Open Graph Tags.
• Optimize image sizes to generate great previews
(1200x630 preferred, 600x315 minimum)
• Use Open Graph Debug Tool
• Encourage Your Content Creators to turn on Follow.
• Get more info: erict.co/FacebookOG

42. What are Twitter Cards?
• With Twitter Cards, you can attach rich
photos, videos and media experience to
Tweets that drive traffic to your website.
Simply add a few lines of HTML to your
webpage, and users who Tweet links to
your content will have a "Card" added to
the Tweet that’s visible to all of their
followers.

43. You’ve Seen YouTube Embeds
into Twitter,
• Here’s one from
my company,
BMC Software.
• Twitter grabs the
video and
embeds into the
Twitter Stream

44. Also Works for Flickr, Vimeo
and Others…

45. And For Your Own Site!
• All you have to do is
add the Twitter Card
code.

46. Twitter Card Tags
• twitter:site - @username for the website used in
the card footer.
• twitter:site:id - Same as twitter:site, but the
website's Twitter user ID instead. Note that user ids
never change, while @usernames can be changed by
the user.
• twitter:creator - @username for the content
creator / author.
• twitter:creator:id - Same as twitter:creator,
but the Twitter user's ID.
erict.co/TwitterDev

47. Twitter Card Tips
• Specify the type of card for your content (summary,
photo, gallery, product, app, or player)
• Each card has built-in content attribution by website or
content creator
• Twitter’s crawlers will respect robots.txt when
scanning URLs
• When multiple URLs are tweeted, preference goes to
pic.twitter.com and vine.com, then URLs processed in
order of appearance.
• Twitter’s Card Processor looks for Twitter tags first. If
not present, will fall back to Open Graph.

48. Using Social Media
Tools to Increase
Engagement
#CityMomsSocial
@EricTTung

49. Users who tweet between
10 and 50 times per
day have more
followers on average
than those that
tweet more or
less frequently.
The "peak”…is at
about 22 tweets
per day.
- @DanZarrella,
@Hubspot

50. “As brands tweet
more, the total
number of Retweets
only continues to
increase.
Response Score
continues to
increase as more
Tweets are made.”

52. Curate Smarter
• 1. Build Twitter Lists (Lots of them)
• 2. Automate Curation
• 3. Automate (some) Social Interaction

53. Building Twitter Lists
• Click “Add or remove from lists”
• Create lists for industries, subjects,
experts,
inspiration,
quotes, fun,
friends
• Make Lots.

54. Lists Imported
From Twitter
Group Members
Most RT’ed Tweets

55. • Free
– 1 Twitter Profile
• Business+ ($34.99/mo)
– 12 Twitter Profiles
– 4 Team Members
• Corporate ($139/mo)
– 20 Twitter Profiles
– 12 Team Members

56. Automatically Creates Virtual Paper based on
Tweets of people you follow

57. • Then Auto-Tweets the paper.li
• And people love seeing themselves…

58. From Dan Zarrella…

59. • Free
• Pro ($9/mo)
– Your Ads
– Email Newsletters, Export to RSS
– Custom Branding & Domain
– Add Collaborators
– Google Analytics

60. Takes a Social Trigger and
creates another Social Effect

68. • Real-World Inputs & Outputs
• Every time a blog gets a new comment, turn a
light on:
• When different blogs update, change light
colors:

69. What’s The Difference?
Cost Free Free, $15, $49,
$99
Services 71 Channels 239 Web Services
Recipes/Zap
Unlimited 5, 20, 50, 125
s
Ease of Use Easier More Technical

70. Social Content
Distribution
Tools
#CityMomsSocial
@EricTTung

71. • 1. Select Schedule Times

72. • 2. Write Tweets…
• 3. Tweets Auto-Schedule

73. • 4. Basic Analytics…
• 5. Chrome Extension…
Automatically grabs page title and URL…
Twitter.com adds
Buffer Retweet…

74. • Free
– 10 Posts in Buffer
• Awesome Plan ($10/mo or $102/yr)
– Unlimited Posts
– 12 Profiles (Twitter, FB, FBPage, V
– 2 Team Members
• Business Accounts ($50, $100, $250/mo)
– 25, 50, 150 Accounts
– 5, 10, 25 Team Members

75. Custom Link Shortener

76. • Registered Domain through
• Add Domain via Advanced Settings

78. • Free
• Business
– “Request a Demo”
– http://www.enterprise.bitly.com/

80. • 1. Replacing Tweeted URLs
• 2. The Share Bar
• Name, Photo, Social Links, RSS,
Follow/Like
• 3. Analytics

81. • Free
– Real-Time and 14-Day Analytics
• Influencer ($7/mo)
– Unlimited Analytics
– Deep Analytics: Categories, Formats, Timing

82. Measuring Social
Impact
#CityMomsSocial
@EricTTung

83. Measure Social Impact Smarter
• On-Blog Social Sharing
• Promote Cross-Channel

84. Learn the Difference
• Follow Buttons…
– Follow on Twitter
– Like on Facebook
• Sharing Buttons…
– Share This Post on Reader’s Twitter/Facebook

85. • Sharing Buttons

87. • Sharing Button Options

88. @EricTTung erict.co/TulsaRobot #SMTulsa

89. Check Social Sharing

90. • Scheduling
• Social Analytics

92. • Standard ($39/mo)
– Social Inbox, Monitoring, Publishing
– CRM Tools, Reporting
– Manage 10 Profiles
• Deluxe ($59/mo)
– Manage 20 Profiles
• Premium ($99/mo)
– Manage 50 Profiles

93. • Gauge social influence

94. • LOTS of Demographic Data – “Media Kit”

95. @EricTTung erict.co/TulsaRobot #SMTulsa

96. Thank You
Slide Deck: erict.co/citymomsblog
Eric T. Tung
Eric@EricTTung.com
www.EricTTung.com
text “EricTTung” to 50500
for an sms business card

97. #CityMomsSocial
@EricTTung