1. Tuning Up Twitter Tactics
SMX East 2012
By: Aaron@aaronfriedman
Friedman
2. Twitter Is
340M thoughts 140M+ Active The loudest voice
shared daily Users 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
3. Twitter brought a completely different way to connect with
people and learn about their lives…different than Facebook.
@aaronfriedman
4. Although it
took some No one
time for the Answered …
function of
Twitter to be
defined …
Twitter has proven to be a valuable
communication tool. @aaronfriedman
5. For Connecting
Some of my
first tweets
ever
@aaronfriedman
6. For Fundraising
$5,000,000
raised in 2
days for Haiti
(Red Cross)
@aaronfriedman
7. For
Business
• Customer
Service
• Support
• Competitions
• Giving back
@aaronfriedman
8. Beyond the ability to communicate with consumers,
understanding and implementing a Twitter strategy has
become even more critical for marketers.
@aaronfriedman
11. Attributes Engines Might Consider
Relevant/irrelevant messages posted
Total number of documents initiated posted by the author
within a defined time period @bill_slawski
Total number of replies or comments made by the author
Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user-
generated-content/ @aaronfriedman
12. 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
18. Make Sharing Easy
Start by giving users a button to share
Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing-
open-graph-100245).
@aaronfriedman
19. Don’t
complicate
posts
by @tamccann
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
@aaronfriedman
26. Tactics to Improve Quality
Twitter Long Tail
Twitter Cards “Force Tweet” Code
Suggestion
@aaronfriedman
27. Twitter and The Long Tail
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
@aaronfriedman
30. Step 3 :
Super relevant
Have a list of
Develop user for
Content outreach
Grow your
network
http://searchengineland.com/how-to-prioritize-the-long-tail-with-
MORE INFO ON THIS METHOD
twitter-118434 @aaronfriedman
31. Twitter Cards
• 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.
@aaronfriedman
32. 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">
Summary
Photo
Player
https://dev.twitter.com/docs/cards
@aaronfriedman
35. Hand Code and Adding to Text as a Link
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>
+ The Key…
…OR @aaronfriedman
36. How Tweet Buttons Work
Typically they grab:
• Title Tag
• Header
Problem: These are underutilized
73 Characters in Header
~20 URL
~14 Twitter Handle
107 Used
33 Left
@aaronfriedman
37. Put This In Your Tweet Button
<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>
@aaronfriedman
38. 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
39. 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
40. The Power Is Yours!
• Find Topics – Long Tail
Method
• Control What Users Share
For Twitter Success!@aaronfriedman
41. Aaron Friedman
SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
@aaronfriedman