{"id":1164,"date":"2014-08-12T15:57:52","date_gmt":"2014-08-12T19:57:52","guid":{"rendered":"http:\/\/blogs.library.duke.edu\/bitstreams\/?p=1164"},"modified":"2014-12-08T08:44:45","modified_gmt":"2014-12-08T13:44:45","slug":"tweets-metadata-unite-meet-twitter-card","status":"publish","type":"post","link":"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/","title":{"rendered":"Tweets and Metadata Unite!: Meet the Twitter Card"},"content":{"rendered":"<figure id=\"attachment_1167\" aria-describedby=\"caption-attachment-1167\" style=\"width: 400px\" class=\"wp-caption alignright\"><a href=\"https:\/\/dev.twitter.com\/cards\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1167\" src=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-11-at-2.01.08-PM.png\" alt=\"Twitter Cards\" width=\"400\" height=\"171\" srcset=\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-11-at-2.01.08-PM.png 984w, https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-11-at-2.01.08-PM-300x128.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><figcaption id=\"caption-attachment-1167\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/dev.twitter.com\/cards\">https:\/\/dev.twitter.com\/cards<\/a><\/figcaption><\/figure>\n<p>Everyone knows that Twitter limits each post to 140 characters. Early criticism has since cooled and most people agree it&#8217;s a helpful constraint, circumvented through clever (some might say better) writing, hyperlinks, and URL-shorteners.\u00a0 But as a reader of tweets, how do you know what lies at the other end of a shortened link? What entices you to click? The tweet author can rarely spare the characters to attribute the source site or provide a snippet of content, and can&#8217;t be expected to attach a representative image or screenshot.<\/p>\n<p>Our webpages are much more than just mystery destinations for shortened URLs. Twitter agrees: its developers want help understanding what the share-worthy content from a webpage actually is in order to present it in a compelling way alongside the 140 characters or less.\u00a0 Enter two library hallmarks: vocabularies and metadata.<\/p>\n<p>This week, we added <a href=\"https:\/\/dev.twitter.com\/docs\/cards\">Twitter Card metadata<\/a> in the &lt;head&gt; of all of our digital collections pages and in our library blogs. This data instantly made all tweets and retweets linking to our pages far more interesting. Check it out!<\/p>\n<ul>\n<li><a href=\"https:\/\/twitter.com\/search?q=library.duke.edu\/digitalcollections\">Tweets linking to our Digital Collections <\/a><\/li>\n<li><a href=\"https:\/\/twitter.com\/search?q=blogs.library.duke.edu\">Tweets linking to our blogs<\/a><\/li>\n<\/ul>\n<p>For the blogs, tweets now display the featured image, post title, opening snippet, site attribution, and a link to the original post. Links to items from digital collections now show the image itself (along with some item info), while links to collections, categories, or search results now display a grid of four images with a description underneath. See these examples:<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_1175\" aria-describedby=\"caption-attachment-1175\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/twitter.com\/DukeU\/status\/491814230468096000\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1175\" src=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.45.31-PM-1024x690.png\" alt=\"A gallery tweet, linking to the homepage for the William Gedney Photographs collection.\" width=\"600\" height=\"405\" srcset=\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.45.31-PM-1024x690.png 1024w, https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.45.31-PM-300x202.png 300w, https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.45.31-PM.png 1265w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><figcaption id=\"caption-attachment-1175\" class=\"wp-caption-text\">A gallery tweet, linking to the homepage for the <a href=\"http:\/\/library.duke.edu\/digitalcollections\/gedney\/\">William Gedney Photographs <\/a>collection.<\/figcaption><\/figure>\n<figure id=\"attachment_1173\" aria-describedby=\"caption-attachment-1173\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.28.27-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1173\" src=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.28.27-PM.png\" alt=\"Summary Card With Large Image: tweet linking to a post in The Devil's Tale blog.\" width=\"600\" height=\"560\" srcset=\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.28.27-PM.png 667w, https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.28.27-PM-300x279.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><figcaption id=\"caption-attachment-1173\" class=\"wp-caption-text\">Summary Card With Large Image: Tweet linking to a post in <a href=\"http:\/\/blogs.library.duke.edu\/rubenstein\">The Devil&#8217;s Tale<\/a> blog.<\/figcaption><\/figure>\n<figure id=\"attachment_1174\" aria-describedby=\"caption-attachment-1174\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/twitter.com\/translatorjess\/status\/499089913674207232\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1174\" src=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.33.20-PM.png\" alt=\"Summary Card With Large Image: tweet linking to a digital collections image.\" width=\"600\" height=\"593\" srcset=\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.33.20-PM.png 610w, https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.33.20-PM-300x296.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><figcaption id=\"caption-attachment-1174\" class=\"wp-caption-text\">Summary Card With Large Image: tweet linking to a <a href=\"http:\/\/library.duke.edu\/digitalcollections\/eaa_A0298\/\">digital collections image<\/a>.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2>Why This Matters<\/h2>\n<p>In 2013-14, social media platforms accounted for 10.1% of traffic to our blogs (~28,000 visits in 2013-14, 11,300 via Twitter), and 4.3% of visits to our digital collections (~17,000 visits, 1,000 via Twitter). That seems low, but perhaps it&#8217;s because of the mystery link phenomenon. These new media-rich tweets have the potential to increase our traffic through these channels by being more interesting to look at and more compelling to click.\u00a0 We&#8217;re looking forward to finding out whether they do.<\/p>\n<p>And regardless of driving clicks, there are two other benefits of Twitter Cards that we really care about in the library: context and attribution. We love it when our collections and blog posts are shared on Twitter. These tweets now automatically give some additional information and helpfully cite the source.<\/p>\n<h2>How to Get Your Own Twitter Cards<\/h2>\n<h3><\/h3>\n<h3>The Manual Way<\/h3>\n<p>If you&#8217;re manually adding tags like we&#8217;ve done in our Digital Collections templates, you can &#8220;View Source&#8221; on any of our pages to see what &lt;meta&gt; tags make the magic happen. <a href=\"http:\/\/moz.com\/blog\/meta-data-templates-123\">Moz also has some useful code snippets<\/a> to copy, with links to validator tools so you can make sure you&#8217;re doing it correctly.<\/p>\n<figure id=\"attachment_1168\" aria-describedby=\"caption-attachment-1168\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-11-at-2.31.46-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1168\" src=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-11-at-2.31.46-PM.png\" alt=\"Gallery Page\" width=\"700\" height=\"308\" srcset=\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-11-at-2.31.46-PM.png 808w, https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-11-at-2.31.46-PM-300x131.png 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><figcaption id=\"caption-attachment-1168\" class=\"wp-caption-text\">Twitter Card metadata for a Gallery Page (<a href=\"http:\/\/library.duke.edu\/digitalcollections\/broadsides\/\">Broadsides &amp; Ephemera Collection<\/a>)<\/figcaption><\/figure>\n<h3>WordPress<\/h3>\n<p>Since our blogs run on WordPress, we were able to use the excellent <a href=\"https:\/\/wordpress.org\/plugins\/wordpress-seo\/\">WordPress SEO plugin by Yoast<\/a>. It&#8217;s helpful for a lot of things related to search engine optimization, and it makes this social media optimization easy, too.<\/p>\n<figure id=\"attachment_1169\" aria-describedby=\"caption-attachment-1169\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.22.56-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1169\" src=\"http:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.22.56-PM.png\" alt=\"Adding Twitter Card metadata with the WordPress SEO plugin.\" width=\"600\" height=\"310\" srcset=\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.22.56-PM.png 873w, https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.22.56-PM-300x154.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><figcaption id=\"caption-attachment-1169\" class=\"wp-caption-text\">Adding Twitter Card metadata with the WordPress SEO plugin.<\/figcaption><\/figure>\n<p>Once your tags are in place, you just need to validate an example from your domain using the <a href=\"https:\/\/dev.twitter.com\/docs\/cards\/validation\/validator\">Twitter Card Validator<\/a> before Twitter will turn on the media-rich tweets. It doesn&#8217;t take long at all: ours began appearing within a couple hours. The cards apply retroactively to previous tweets, too.<\/p>\n<h2>Related Work<\/h2>\n<p>Our addition of Twitter Card data follows <a href=\"http:\/\/blogs.library.duke.edu\/bitstreams\/2014\/03\/27\/schema-org-and-google-for-local-discovery-some-key-takeaways\/\">similar work we have done using semantic markup<\/a> in our Digital Collections site using the <a href=\"http:\/\/ogp.me\/\">Open Graph<\/a> and <a href=\"http:\/\/schema.org\/\">Schema.org<\/a> vocabularies. Open Graph is a standard developed by Facebook. Similar to Twitter Card metadata, OG tags inform Facebook what content to highlight from a linked webpage. Schema.org is a vocabulary for describing the contents of web pages in a way that is helpful for retrieval and representation in Google and other search engines.<\/p>\n<p>All of these tools use <a href=\"http:\/\/rdfa.info\/\">RDFa syntax<\/a>, a key cornerstone of Linked Data on the web that supports the description of resources using whichever vocabularies you choose. Google, Twitter, Facebook, and other major players in our information ecosystem are now actively using this data, providing clear incentive for web authors to provide it. We should keep striving to play along.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Everyone knows that Twitter limits each post to 140 characters. Early criticism has since cooled and most people agree it&#8217;s a helpful constraint, circumvented through clever (some might say better) writing, hyperlinks, and URL-shorteners.\u00a0 But as a reader of tweets, how do you know what lies at the other end of a shortened link? What &hellip; <a href=\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Tweets and Metadata Unite!: Meet the Twitter Card<\/span> <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":103,"featured_media":1175,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,12],"tags":[],"class_list":["post-1164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-projects","category-tech"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tweets and Metadata Unite!: Meet the Twitter Card - Bitstreams: The Digital Collections Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tweets and Metadata Unite!: Meet the Twitter Card - Bitstreams: The Digital Collections Blog\" \/>\n<meta property=\"og:description\" content=\"Everyone knows that Twitter limits each post to 140 characters. Early criticism has since cooled and most people agree it&#8217;s a helpful constraint, circumvented through clever (some might say better) writing, hyperlinks, and URL-shorteners.\u00a0 But as a reader of tweets, how do you know what lies at the other end of a shortened link? What &hellip; Continue reading Tweets and Metadata Unite!: Meet the Twitter Card &rarr;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/\" \/>\n<meta property=\"og:site_name\" content=\"Bitstreams: The Digital Collections Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/dukedigitalcoll\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-12T19:57:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-12-08T13:44:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.45.31-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1265\" \/>\n\t<meta property=\"og:image:height\" content=\"853\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sean Aery\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dukedigitalcoll\" \/>\n<meta name=\"twitter:site\" content=\"@dukedigitalcoll\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sean Aery\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/\"},\"author\":{\"name\":\"Sean Aery\",\"@id\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/#\/schema\/person\/b1cdd20f3c85d271cfb87386a1dd28fe\"},\"headline\":\"Tweets and Metadata Unite!: Meet the Twitter Card\",\"datePublished\":\"2014-08-12T19:57:52+00:00\",\"dateModified\":\"2014-12-08T13:44:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/\"},\"wordCount\":804,\"commentCount\":1,\"image\":{\"@id\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/files\/2014\/08\/Screen-Shot-2014-08-12-at-3.45.31-PM.png\",\"articleSection\":[\"Projects\",\"Technology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/\",\"url\":\"https:\/\/blogs.library.duke.edu\/bitstreams\/2014\/08\/12\/tweets-metadata-unite-meet-twitter-card\/\",\"name\":\"Tweets and Metadata Unite!: Meet the Twitter Card - 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Early criticism has since cooled and most people agree it&#8217;s a helpful constraint, circumvented through clever (some might say better) writing, hyperlinks, and URL-shorteners.\u00a0 But as a reader of tweets, how do you know what lies at the other end of a shortened link? 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