Social media networks and search engines use a web page’s Open Graph, Twitter Card, and meta tags when displaying summaries of and links to individual web pages.
Links to institutional web pages encountered via social media and search are easier for potential visitors to understand and evaluate when well-written Open Graph, Twitter Card, and meta tags have been included.
Open Graph is a standard commonly used by Facebook.
Include the text that should appear by default when a link to a web page is shared via social media.
Include a one to two sentence summary describing the contents of your web page.
Specify the kind of object/content being linked. For example, <meta property=“og:type” content=“website”/> is used when linking to a website.
Include a URL for the graphic to be used when displaying a thumbnail preview along with a link to the web page via social media.
Include the URL of the web page being linked. The URL serves as the permanent link to the content (i.e., link directly to a story, not a home page featuring a link to the story).
Visit Open Graph: ogp.me
A Twitter Card makes it possible to attach media experiences to tweets that link to content. Simply add a few lines of HTML to web pages and users who tweet links to content will have a "card" added to their tweet that is visible to all of their followers.
Set to a value of “summary.”
Be concise. Use 70 characters or fewer.
Include the Twitter @username used by the website.
Include the @username of the content creator.
Summarize the content of the page. Use 200 or fewer characters.
Do not reuse the title or use this field to describe the general services provided by the website.
Include a URL for a unique image representing the content of the page that uses a square aspect ratio of 120 pixels x 120 pixels minimum and is less than 1MB in size.
Do not use a generic graphic or image used as the Twitter image for other pages in your website.
Validate a Twitter Card prior to use.
To test a Twitter Card, visit dev.twitter.com/docs/cards/validation/validator.
Measure the performance and results of each Twitter Card. For full details, visit developer.twitter.com/en/docs/tutorials/measure-tweet-performance.
For complete details on the seven Twitter Card types that can be attached to tweets, visit dev.twitter.com/docs/cards.
Well-written titles can generate more visits to a web page and improve search engine visibility.
The content of the description tag should contain an abstract of what information is contained on an individual web page.
A thumbnail image for a page can be manually specified.
Add a thumbnail meta tag to the <head> section of your web page (replace the URL with the path to your thumbnail image):
<meta name="thumbnail content="http://url.msu.edu/thumbnail.jpg" />