Digital Media Assessment
April 2011Leveraging Social Media@devonvsmith
Quick Stats
1,915 likes1 post/day
9 comments/post
16 followers0% listed
3 tweets/day 0 mentions/tweet
.5 uploads/month2,376 views/upload
65 subscribers
Arrows indicate if you are performing above, below, or similar to the average of your peers
0 photos0 contacts
0 high views/photo
0 subscribers0 posts/month
0 comment/post
0 person0 check-in
0 tips
In the following slides, you’ll notice black text that calls out specific recommendations for things you should change
Web
site
Great job linking to social profiles. Consider adding a YouTube icon
Consider installing Google Analytics to track
onsite metrics
Face
book
85% of your 20 peer organizations were active on Facebook in the past month. On average, they have 2,386 likes (max 8,800), post .5x/day (max 4x/day), and receive 5 comments/post (max 16). AXIS Dance and Pandit Chitresh are ones to watch.
I’m curious why you don’t let fans post
on your wall
Consider registering for a custom URL
Know that your Facebook page may be difficult to find for anyone searching for
“World Arts West”
Consider monitoring the conversation happening about
EDF off of your page
Photos seem to generate the most
comments
Twitt
er55% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 149 followers (max 2,142), tweet .5x/day (max 2x), get added to a list by 11% of their followers (max 15%), and receive 0 mentions/tweet (max 1). Center for Dance in the West is one to watch.
Consider letting us know who on staff
is tweeting
Consider unlinking Facebook from Twitter
The titles of these lists should give you some insight into what people
expect you to tweet about.
Great job increasing your tweets recently!
Consider experimenting tweeting on different days, at
different times of day
YouT
ube
70% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1 video/month (max 10/month), have 29 subscribers (max 459), and receive 890 views/video (max 8,237). AXIS Dance and Lines Ballet are ones to watch.
There are a significant number of other YouTube users with Ethnic
Dance Festival content. Consider curating/hosting a playlist of this content on your channel
Great job using category, tags, and
descriptions
Many of your views are coming from related videos.
Consider curating more playlists of related content
Flic
kr
20% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 787 photos (max 1200), have 0 contacts (max 50), belong to 1 group (max 4), and their most viewed photo has been seen approximately 59 times (max 4,037). Center for Asian American Media is one to watch.
There are over 100 photos on Flickr mentioning
Ethnic Dance Festival, by these groups & photographers. Consider joining the photo groups and/or
reaching out to thank these photographers
Yelp
and
Fou
rsqu
are
70% of your 20 peer organizations have an active Foursquare venue, though only 2 of the venues have been claimed by their owners. On average, their venues have had 59 people (max 474) check-in a total of 83 times (max 1,749), and left 2 tips (max 11).
65% of your 20 peer organizations have an active Yelp page, 8 of them have been claimed by their owners. On average, their venues have 22 reviews (max 217), of 4.5 stars (max 5).
Consider verifying your Yelp venue to get
access to analytics
Consider claiming your Foursquare venue to get access to venue analytics,
adding tags and a category
Consider monitoring the
venue you perform in and/or creating an event-based venue
for EDF
Consider monitoring mentions of the EDF on
Yelp
Blog
35% of your 20 peer organizations blogged in the past 3 months. On average, they posted 2x/month (max 1x/day), have 1 subscriber (max 12), and receive .5 comments/post (max 1/post).
Other Social Media
Consider monitoring mentions of EDF on
Delicious
Consider creating a company
profile on LinkedIn so other dance professionals
can find you
Consider creating a Wikipedia page for WAW or EDF, and
linking from these pages
Consider claiming your Google Place page, and completing your
profile with info, photos, etc
Other social networks mentioned by your 20 peer organizations include: MySpace (6x), Vimeo, UStream, CurrentTV, podcast, Jumo, Yahoo Groups
Sear
ch E
ngin
e O
ptim
izat
ion
Great generic search rankings in Google!
Consider what other keywords you want to rank
for, and how to create linkable content
Consider what other anchor text you want to rank for, and how to create
content to attract links
Consider how you can use website audience demographic data to tailor online content
Google Adwords might be cost effective in driving more traffic to your site
Consider adding titles & unique meta descriptions to every section of your website and adding
a 301 redirect
Consider creating new content on your site between festivals to drive more traffic
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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