In part one of our Social Media Content Management blog series Shawn Shaffer (aka Domingo) will discuss in three parts the making of a good Social Media Content Management strategy. This blog is based off of Domingo's popular presentation at the 2014 Ingeniux User Conference.
Part One: Enhancing Your Content for Social Sharing in Your Ingeniux CMS
Let’s get one thing straight: In this blog, I will not spend any time justifying the need to use social media as part of a marketing strategy. The value of incorporating social media into your marketing efforts has already been proven through tests and case studies by scores of people. Most people today already realize the benefits of social media.
In this post, I will be discussing ways that we can make our social engagement better. Better for our target audience and better for us. Part of that process, of course, involves optimizing the content in your Ingeniux CMS for the social web.
Let’s first identify the problems with what we are doing now. Most social media strategies consist of two primary actions: Posting content to social media platforms and/or publishing content and slapping a “Share This” button on all the pages of our site. We need to take a more active approach, targeting our content, enticing people to share it and follow the link when it is shared. So let’s see what we can do to make this experience a bit more robust.
How to Optimize in the CMS
The easiest thing we can do to make our social sharing content work a little bit harder for us is to put in content fields that are used when a page is shared, and fill in that content when we produce a story. That content is specifically targeted toward getting a social media site user’s attention.
Simply add the following fields to a page type that you think could be shared. These fields will allow you to customize the way the content is shared on social media, providing a specific title, description, image, etc.
These fields will need to be added to the code used to render your content using the standard Open Graph meta tags.
<meta property="og:title" content="YourCompany Did the Thing!" />
<meta property="og:url" content="http://www.yoursite.com/sharedpage" />
<meta property="og:description" content="Such story. Many interest. Wow."/>
<meta property="og:image" content="http://www.yoursite.com/images/img.jpg" />
<meta property="og:type" content="article" />
<meta property="article:publisher" content="https://www.site.com/yourpage" />
These tags are pretty generic and work across most social media platforms. There are however some specific implementations for the two biggest platforms: Facebook and Twitter.
For Facebook, you can really get into a long spiral of implementation if you try to implement all of their features. The above standard Open Graph tags will work for the layout, but one thing that I have found quite useful is to have Facebook admins be able to access metrics via the Facebook site. To get metrics to their accounts, you'll need to provide their account IDs in the content and put in the correct meta tag for each admin. I would recommend storing these account IDs in the site control in the CMS.
<meta property=”fb:admins” content=”USER_ID”/>
Twitter has some very specific implementation of meta content for their “Twitter Cards”. The content is the same, it’s just the code that changes slightly. You can do these in conjunction with the Open Graph tags above.
<meta property="twitter:creator" "@Shaun_Shaffer" />
<meta name="twitter:card" content="summary">
<meta name="twitter:title" content="YourCompany Did the Thing! ">
<meta name="twitter:description" content=”Such story. Many interest. Wow." />
<meta name="twitter:image" content="http://www.yoursite.com/image/img.jpg" />
There are specific tags that are best for each type of social media platform, it’s good to explore the options, but don’t go crazy.
As long as you have the basics and present a nice layout with targeted information to the people that will see it, you’ll be leaps and bounds ahead of the competition. Below is an example of a well executed Facebook ad.
Too many people are simply sharing a story with no image or just a logo, and a title aimed at internal website audiences.
These items will take about five hours to fully implement and should be done by someone who is experienced at modifying schemas and writing code to display content from schemas.
Once they are implemented, it’s a good idea to add social media content entry as a step in your workflow process to make sure that it happens on all new stories. You can go back and edit existing stories, but forward facing is probably best for time management.
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