Ever notice how the links you post to social media pull text and images from the linked page?
If you’re an apartment marketer, the answer is a definite yes.
But you’ve probably also experienced times when social links don’t pull anything at all.
This may not seem like a big deal. But the truth is link presentation can make all the difference in your social media exposure.
In this post, we’ll look into why link presentation is important, as well as how you can optimize your links’ appearance on social media.
Why Link Presentation Is Critical for Apartment Marketers
First impressions matter.
And when you’re trying to direct site traffic via social media, your link presentation is your first impression. It will literally determine how many people think your content may be worthy of a click.
In fact, one study found that a properly optimized link results in a 39% boost in Click-Through-Rates.
That means if you’re not optimizing, you’re missing out on about 40% of interactions. Ouch!
How to Optimize Your Social Links
Your links’ appearance on social media is determined by Open Graph.
Open Graph is a protocol web developers created to establish a universal language for displaying content snippets on social sites.
Adding OG data to your own website can be done manually by inserting the appropriate meta tags in the head section of your HTML. But if that went over your head, no need to worry. There’s also a variety of easy to install plugins that will do all the coding for you.
A personal favorite for Respage Social Media is Yoast SEO, which allows you to add different descriptions for different social sites.
Once you’ve installed the plugin, you’ll have the ability to customize your OG data for every page of your website.
Keep in mind, however, that each social network has its own limitations for OG character display. You’ll want to check out the character limits for each network to avoid having your content snippet cut short.
After you have your plugins installed and your OG data optimized, it’s time to start posting. Enjoy that 39% lift in CTR!