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From the SMX East 2014 Conference in New York City, NY. SESSION: Up Close With Twitter Cards & Facebook'S Open Graph. PRESENTATION: 19th & 20th Century Social Media Optimization - Given by Evan Sandhaus, @KanSandhaus, Lead Architect of Semantic Platforms - NY Times. #SMX #14B
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19th & 20th Century Social Media Optimization
Using Twitter Cards and Facebook OpenGraph to make The New York Times Archive Sociable
Evan Sandhaus Director Search, Archives, Semantics
The New York Times @kansandhaus
On Today’s Menu
• Preliminaries • Meet The Archive • Meet TimesMachine • Our Approach to Social Media
Optimization • Complexities
(me)
Meet The Archive
≈59,000 Issues Published Since
September 18, 1851
1851 1980
Deep Archive
1981 2014
Modern Archive
0!
45000!
90000!
135000!
180000!
225000!Scanned Articles! Digital Articles! Blogs!
0!
45000!
90000!
135000!
180000!
225000!Scanned Articles! Digital Articles! Blogs!
≈75% ≈25%
46,592 Issues Published Since
September 18, 1851
2,335,446 Unique Pages Printed Since
September 18, 1851
11,298,320 Articles Published Since
September 18, 1851
At 9, he settled a dispute with a pistol. At 13, he lit out for the Amazon jungle.
At 20, he attempted suicide-by-jaguar. Afterward he
was apprenticed to a pirate… …
Mr. Fairfax was among the last avatars of a centuries-old figure: the lone-wolf explorer, whose exploits are conceived to satisfy few but himself.
His was a solitary, contemplative art that has been all but lost amid the contrived derring-do of
adventure-based reality television.
But here’s the thing… We don’t want TimesMachine Showing up in Search!
<meta name="robots" content="noindex" />
Traffic Sources
• nytimes.com • NYTimes.com site search
• Direct • Social Media • 3rd Party Content Sites
The Magic
The Magic
What We Support
• Twitter • twitter:card • twitter:site • twitter:title • twitter:image • twitter:description • twitter:url
• Facebook • fb:app_id • og:title • og:type • og:image • og:description • og:url
The Complexities • Creating preview images. • Facebook Recommends
• 1200 x 630 (preferred) • 600 x 315 (accepted) • >(600 x 315) small preview
• Twitter Recommends • >(120 x 120) • Cropped to 4:3 (120 x 90) on expanded tweet and
details page. • Kept at square resolution on embedded tweet
page.
The Complexities • Twitter and Facebook don’t seem to
process JavaScript when generating previews.
• URLs often change without page reload.
• Your site must be smart enough to generate correct metadata based on url alone.
Thank You! @NYTArchives