Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

1,859 likes10 post/week

1.5 comments/post

1,277 followers14% listed

1 tweets/day .5 mentions/tweet

3 uploads/month107 views/upload

28 subscribers

Arrows indicate if you are performing above, below, or similar to the average of your peers

2,000 photos/year72 contacts

96 high views/photo

16 subscribers4 posts/week

0 comment/post

449 person607 check-in

3 tips

In the following slides, you’ll notice black text that calls out specific recommendations for things you should change

Web

site Great job including

social links, search bar, easy access to blog, etc.

Face

book

95% of your 20 peer organizations were active on Facebook in the past month. On average, they have 2,461 likes (max 12,094), post 5x/week (max 2x/day), and receive 3 comments/post (max 17). Mattress Factory, YBCA, and CreativeTime are ones to watch.

Consider claiming your Facebook Place

page

Consider monitoring the conversations happening on FB about SOMarts, but off of your

page, using Open Facebook Search

Consider responding to fan

comments on your page

Twitt

er

80% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 1,557 followers (max 10,545), tweet 1x/day (max 5x/day), receive 1.5 mentions/tweet (max 16), and are put on a list by 8% of their followers (max15%). Real Art Ways and Roundhouse are ones to watch.

Consider letting us know who on

staff is tweeting

Consider redesigning your Twitter profile to match aesthetic of your

website

It looks like you were steadily increasing your Twitter activity, but it’s

dropped recently...

Great job tweeting at different times of day/

days of week

Consider adding “@SOMarts” into your

“share this” preset text so that your name (SOMArts)

is linked to your twitter profile

YouT

ube

80% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1 video/month (max 6/month), have 942 views/video (max 5,855), and 28 subscribers (max 271).

It looks like many of your most viewed videos have referral sources from embeds and other websites. Consider how you can improve

the tags & descriptions of your videos

Consider monitoring the videos on YouTube mentioning SOMarts, and engaging

with those users

Consider what other categories or tags you might use to

increase traffic

Flic

kr40% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 900 photos (max 2,100), have 33 contacts (max 128), are a member of 5 groups (max 9), and their most viewed photo has been seen approximately 60 times (max 367). Mattress Factory and Diverse Works are ones to watch.

Great job using tags! Make sure you

use what you learn about a tag’s effectiveness on Flickr &

YouTube

Great job building a contact list

& joining groups

Consider tagging artist’s work in

your photos if they have a Flickr account

Consider monitoring mentions of SOMarts on

Flickr (all of these groups & photogs do)

Yelp

and

Fou

rsqu

are

100% of your 20 peer organizations have an active Foursquare venue, though only 6 have been claimed by their owner. On average, 138 people have check-in (max 1,504) a total of 271 times (max 2,244) and left 3 tips (max 27).

90% of your 20 peer organizations have an active Yelp page, 11 owners have claimed their venue. On average, they have 15 reviews (max 131) with 4.5 stars (max 5).

Great job verifying your Yelp

listing, adding photos, and a Yelp deal!

May be useful to know these are the

companies & keywords the public associates

as being similar to you

Consider claiming your

Foursquare venue to get access to analytics

& adding your twitter name

Consider monitoring mentions of SOMarts on Yelp that

aren’t on your page

Blog

35% of your 20 peer organizations blogged in the past 3 months. On average, they posted 1x/week, have 26 subscribers, and get 0 comments/post. Mattress Factory and Arthouse are ones to watch.

Great job integrating your blog into your website

Consider a sidebar tag cloud of your blog tags so

users can find content

Great job integrating twitter & flickr into your blog

Other Social Media

Consider creating a wikipedia page for SOMarts &

linking from these sources

Consider monitoring mentions of SOMarts on delicious, following these delicious users to find other

relevant content, or using this number as a gauge to find what

content of yours users find interesting

Great job claiming your Google Place page. Consider

monitoring reviews.

Great job creating a LinkedIn company

profile!

Consider engaging with these active promoters of

SOMarts content

Other social networks mentioned by your 20 peer organizations include MySpace (5x), Vimeo (2x), Blip.TV, Last.FM, ArtBabble

Sear

ch E

ngin

e O

ptim

izat

ion

Consider adding unique meta-description to every section of your website

Google AdWords might be a cost effective way to drive more traffic

to your website

Consider how you could use demographic data to tailor blog posts

You have great branded search rankings. Consider how you could create content to

rank higher for other relevant keywords

Your anchor text distribution isn’t very diverse. Consider using your blog to attract different keywords

Glossary

A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more often

Call to action: the 1 action you want a user to take on this page (click a donate button, buy tickets link, submit email for newsletter)

SEO: stands for Search Engine Optimization; process of

Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search

Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches

Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find it

301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do)

Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456

Link architecture: where internal page links appear on your website, and how sections of your site are linked together

Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding

Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generated

Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO

RSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication)

Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers

New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designs

Aggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious)

Generic v branded search: generic search example is “dance company san francisco” branded search example “AXIS Dance”

Hashtag: a phrase prefixed with # symbol, which makes searching for that particular topic

Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, links

Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content

Permalinks: a unique URL for every blog post so they can be linked to forever

Meta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”>

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