There are several ways to utilize social media tools to generate new business, help continue dialogue and build affinity with current customers, drive awareness about new products, news and events – and/or help grow your marketing email database . Most businesses have tapped into using Twitter to promote their company, products and content, but have they tapped into Twitter cards?
What can Twitter cards do for you as a business? Twitter cards support particular actions to help achieve goals: highlight a product, or show images that interest audience and potential customers get, app downloads and drive clicks to a webpage.
Twitter now offers seven different types of Twitter cards to create actions. It’s important to keep that desired action of the audience in mind when selecting a Twitter card.
Ready to get out there? The Summary Card is used most frequently. The Summary Card includes: a thumbnail photo, description of the link article, an update, a Twitter handle and a shortened URL link (bit.ly). The bit.ly can link to anything: articles that support the product, blogs, other products, homepage, etc.
The word character limit is 140 per update.
Summary Card with Large Image
Want viewers to see a photo with a direct link to a landing page? This card allows for a large image and all of the information from the Summary card, along with a link that directs the click to a specific page.
Have a brand new product? The Product Card typically includes all that is on the Summary Card, but has the additional ability to showcase a particular product. This card could include the cost, a discount or special promotion and a link to get more information and/or purchase the product. What makes the Product Card so useful is that the product is under the spotlight and receives extra visibility.
Want to share a photo that shows off the new location, participation at a special event or a customer using your product? The Photo Card is also very similar to the summary card as it includes the same promotional information and allows for a large picture that dominates the update as the main focus. Twitter will resize the photo per device displayed it will be displayed on for you – no need to size it prior to posting.
Want to show multiple products or images at one time? The Gallery Card is another form of a photo card. This card will allow up to four images instead of just one and the images will still consume the majority of the space within the update. The essential information is also included similar to the summary card.
Do you have a new app or want to increase downloads for your current app? This card promotes and enables users to directly download your app within the update. Typically, it’s best practice to offer something to encourage the install, such as a small discount, special offer or convenience to the viewer. The information on the card can include all of what the Summary Cards offer and other information about the app (price and rating).
Have a new TV commercial or video to share? The Player Card lets viewers see something in action. Video and/or audio can be within this tweet and includes the essential information like the Summary Card. This is a great way to deliver information in an eye-catching rich media format to capture the reader’s attention. For this card, you will need to gain approval. Look here for the Approval Guide.
Incorporating Twitter cards into your Twitter practices will inevitably gain visibility and allow businesses to grow their engagement with their clients and customers. Try the different cards, see what works best with your intended goal and how your audience responds. For more information about Twitter Cards and guidelines, look here.