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@aaronfriedman
Tuning Up Twitter Tactics SMX East 2012
By: Aaron Friedman
@aaronfriedman
Twitter Is
340M thoughts
shared daily
140M+ Active
Users
The loudest voice
on the planet
“After the election in Iran, cries of protest from supporters of opposition candidate
Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in
a medium that didn't even exist the last time Iran had an election. ”
@aaronfriedman
Twitter brought a completely different way to connect with people and learn about their lives…different than Facebook.
@aaronfriedman
Although it took some time for the function of Twitter to be defined …
Twitter has proven to be a valuable
communication tool.
No one
Answered …
@aaronfriedman
For Connecting
Some of my first tweets
ever
@aaronfriedman
For Fundraising
$5,000,000 raised in 2
days for Haiti (Red Cross)
@aaronfriedman
For Business
• Customer Service
• Support • Competitions • Giving back
@aaronfriedman
Beyond the ability to communicate with consumers,
understanding and implementing a Twitter strategy has
become even more critical for marketers.
@aaronfriedman
Twitter Contributes to Engines
@aaronfriedman
@aaronfriedman
Attributes Engines Might Consider
Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user-
generated-content/
@bill_slawski
Relevant/irrelevant messages posted
Total number of documents initiated posted by the author
within a defined time period
Total number of replies or comments made by the author
@aaronfriedman
Which Begs the Question
As marketers, how do we maximize twitter to
effectively communicate with our audience base and
ensure our content is helping in the search engines?
@aaronfriedman
3 points of successful Twittering
Simplicity Incentivize
/ Timing
Clarity
@aaronfriedman
Clarity
14
@aaronfriedman
Be Clear
Highlight the content in the
tweet that you actually want
people to share
@aaronfriedman
Highlight not only
ON Twitter But also
OFF Twitter
TL;DR is a great
way
Too Long; Didn’t Read
@aaronfriedman
Simplicity
@aaronfriedman
Start by giving users a button to share
Make Sharing Easy
Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing-open-graph-100245).
@aaronfriedman
Don’t complicate
posts
5 posts about your space – help make others smarter
3 posts about your product – demonstrate the role you
play in your industry
2 personal –give people something to connect to by
sharing your personal side
by @tamccann
@aaronfriedman
Incentivize / Timely
@aaronfriedman
Timely information, when you see a need,
gives your audience an incentive to share your information, or take an immediate
action.
@aaronfriedman
Competitions
Problem Solving
Reward/ Recognition
Add brand to consideration
pool
@aaronfriedman
TACTICS
23
& TOOLS
@aaronfriedman
How About Some Actionable Stuff Now?
@aaronfriedman
@aaronfriedman
Twitter Long Tail
Suggestion “Force Tweet” Code Twitter Cards
Tactics to Improve Quality
@aaronfriedman
A simple methodology on how to prioritize long tail queries using information from Twitter.
http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434
Twitter and The Long Tail
@aaronfriedman
Step 1: Identify Keywords
Understanding what long tail queries are driving people to your site
@aaronfriedman
Step 2: Look At Social Data
@aaronfriedman
Step 3 : Develop Content
Super relevant
Have a list of
user for
outreach
Grow your
network
http://searchengineland.com/how-to-prioritize-the-long-tail-with-
twitter-118434 MORE INFO ON THIS METHOD
@aaronfriedman
• Give you control of how your content is
displayed with Tweets
• Drive traffic to your site
• Increase the number of people
following your Twitter accounts
through content attribution
Essentially rich snippets for Tweets.
Making Twitter more engaging.
Twitter Cards
@aaronfriedman
Summary
Photo
Player
https://dev.twitter.com/docs/cards
2.<meta name="twitter:site" content="@nytimes">
1.<meta name="twitter:card" content="summary">
3.<meta name="twitter:creator" content="@SarahMaslinNir">
4.<meta name="twitter:url" content="http://www.nytimes.com/2012/02/19/arts/music/amid-police-presence-
fans-congregate-for-whitney-houstons-funeral-in-newark.html">
5.<meta name="twitter:title" content="Parade of Fans for Houston’s Funeral">
6.<meta name="twitter:description" content="NEWARK - The guest list and parade of limousines with
celebrities emerging from them seemed more suited to a red carpet event in Hollywood or New York than than
a gritty stretch of Sussex Avenue near the former site of the James M. Baxter Terrace public housing
project here.">
7.<meta name="twitter:image" content="http://graphics8.nytimes.com/images/2012/02/19/us/19whitney-
span/19whitney-span-articleLarge.jpg">
@aaronfriedman
Force Tweets
@aaronfriedman
Twitter Intent Tweet
@aaronfriedman
href="https://twitter.com/intent/tweet?source=webclient&text=I+tota
lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan
d.com/7-important-digital-assets-to-optimize-for-
132001+Makes+Perfect+Sense!">tweet a message</a>
Hand Code and Adding to Text as a Link
…OR + The Key…
@aaronfriedman
Typically they grab:
• Title Tag
• Header
Problem: These are underutilized
73 Characters in Header
~20 URL
~14 Twitter Handle
107 Used
33 Left
How Tweet Buttons Work
@aaronfriedman
<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a>
<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>
<script type=”text/javascript”>
$().ready(function(){$(‘.tweetThis’).hide();});
function tweetSelectedText(){
var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();
var twtUrl = location.href;
var maxLength = 140 – (twtUrl.length + 1);
if (twtTitle.length > maxLength) {
twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;
}
var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);
newwindow=window.open(twtLink,’name’,'height=500,width=500′);
if (window.focus) {newwindow.focus()}
}
</script>
Put This In Your Tweet Button
@aaronfriedman
Send a Better Message to Users
<p class= “tweetThis”>
Actions and what people do
are the new SEO and
Pinocchio's lying big nose.
</p>
Pro Tip:
Change the message the next day
to reach people not interested the
first time.
http://searchengineland.com/how-to-tweet-what-you-want-
because-content-matters-121748
@aaronfriedman
Re-cap
Twitter is significant to Search Engine Performance
• Clarity - Take away the guess work. Tell your audience what to say?
• Simplicity - Sharing is easy and boosts engagement
• Incentives / Timely – Be relevant
Control The Above. And Don’t Forget…
@aaronfriedman
The Power Is Yours!
• Find Topics – Long Tail
Method
• Control What Users Share
For Twitter Success!
@aaronfriedman
Aaron Friedman SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
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