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After the Twitter spider has already scanned your page, and it's been shared a few times; is it possible to change the twitter card image, tags, URL (Google Analytics params, mainly utm_content) and text, so that when it is shared again it won't be the same ad that was shared before?

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Yes, but the image is cached for about a week before the spider visits again.

More here - https://dev.twitter.com/cards/troubleshooting

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    Since links are often broken, SE generally asks for a run-down of the answer on the target page. Can you explain how to change the image for future users? – closetnoc Apr 24 '15 at 23:37

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