The term "open graph" refers to an open graph meta tag - a feature marketers can use on social media platforms to control what content appears when users share a post or page. Adding an open graph meta tag to Facebook or Twitter posts enables the content marketer to decide what titles, snippets, and images appear should someone else share the post. Open graph tags can affect conversion rates, as they can help a user know what to expect from the link when he or she decides to click. Failing to control this content can result in poorer performance of your links on social media.