Are you making the most of Twitter Cards? This article gives a brief overview of the power of Twitter Cards, an underused feature from Twitter that helps businesses spread their brand and services more effectively through richer content. Original article can be read in full here: http://www.smartinsights.com/social-media-marketing/twitter-marketing/twitter-cards-marketing/

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Are you making the most of Twitter Cards?
November 29, 2013. 5 comments
Quick Guide: Twitter Marketing
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A briefing and examples of how to use Twitter Cards
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With the recent Initial Public Offering (IPO) of Twitter on the New York Stock Exchange, there
has been a great deal of attention on the micro-blogging site and how it plans to increase its
profitability (likely through advertising) to satisfy hungry investors.
Although there has been much publicity regarding the company’s recent move to preview images
directly within a timeline feed (seemingly a move to court advertisers who can push their brands
more), the introduction of ‘Twitter Cards’ in June 2012 seems to have gone almost unnoticed and
still represents a missed opportunity for brands and bloggers alike who are yet to take advantage
of them.
Twitter cards
The power of Twitter cards cannot be overstated. Twitter says: ;They make it possible for you to
attach media experiences to Tweets that link to your content… and help you richly represent
your content within Tweets across the web and on mobile devices’.
But what does this mean for brands using Twitter as a platform to
boost business? Put simply, Twitter Cards can help drive more traffic to
your site and provide businesses with a new tool to effectively market
their site and services.
Amazon make good use of this by using the Twitter ‘Summary Card’ type to allow users to share
information on the product they have just bought. Without using Twitter Card mark-up, the tweet
looks like this:
Connect and share
We love to share and discuss the
developments that matter in digital
marketing
However, share what you’ve bought on Amazon and the tweet looks like this in a follower’s
timeline:
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This is a very smart move on Amazon’s part. Using the Twitter Summary
Card means customer’s tweeting their purchase is effectively marketing
Amazon’s products and services on its behalf, providing a picture of
what they have bought along with a description of it and all without any
extra effort being made.
Twitter Gallery Cards
Another good example of how Twitter Cards can be used for businesses are through the use of
the Twitter Gallery Card which is particularly useful for companies who need to be able to convey
visual information critical to their USP, service or products. Event Prop Hire use this card type
well on their Christmas page to display examples of their rentable products:
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3. Anyone who tweets content from pages of your website that have been marked up with Twitter
Card code will produce these media rich tweets and is just one way Twitter Cards can be used to
boost your brand.
They can be great for online brand development as their enhanced
layout makes tweets more noticeable and engaging and this can help to
improve click through rate (CTR) from a tweet on Twitter to a business’s
website.
What Type of Twitter Cards are Available?
By adding just a few META tags to your web pages, Twitter users who tweet links to your site will
have a ‘card’ containing additional content added to the Tweet that’s visible to all of their
followers.
The card makes their tweets expandable, allowing their content to be visible inline within Twitter.
This also means you have control over how your content is presented on Twitter.
You can try tweeting a card of each type to see what they look like using this preview tool I have
created.
There are eight card types that can be attached to Tweets:
Summary Card: Default Card, including a title, description, thumbnail, and Twitter account
attribution.
Summary Card with Large Image: Similar to a Summary Card, but offers the ability to
prominently feature an image.
Photo Card: A Tweet sized photo Card.
Gallery Card: A Tweet Card geared toward highlighting a collection of photos.
App Card: A Tweet Card for providing a profile of an application.
App Installs and Deep-Linking: An extension to any Card that provides app download and
deep linking.
Player Card: A Tweet sized video/audio/media player Card.
Product Card: A Tweet Card to better represent product content.
Thanks to Colin Docherty for sharing his thoughts and opinions in this blog post.
Colin is SEO Account Manager at Search Laboratory. The agency’s clients
include ASOS, River Island and House of Fraser. You can connect with Colin
on Google+.
This entry was posted in Twitter Marketing. Bookmark the permalink.
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4. 3 comments
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Colin Docherty
Colin Docherty
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7 days ago
Thanks Lenka,
I totally agree, they are a great tool for increasing CTR. I think it's kinda cool how
Twitter's advertising works although I'm still not sure how people will feel about
it creeping more and more into their timelines.
• Reply • Share ›
Lenka Istvanova
Lenka Istvanova
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8 days ago
Great post, Colin I think Twitter cards are really useful
and can have a positive impact on traffic. I really like them as they are similar
to rich snippets in search results and as everyone knows schema mark-ups help
increase CTR.
• Reply • Share ›
Guest
Guest
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Lenka Istvanova • 7 days ago
Thanks Lenka,
I totally agree, they are a great tool for increasing CTR. I think it's kinda
cool how Twitter's advertising works although I'm still not sure how
people will feel about it creeping more and more into their timelines.
• Reply • Share ›
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