Leveraging Social Media track 2 participants digital media assessment

1. artwork by Dolores Del Rosario
Digital Media Assessment
April 2011
Leveraging Social Media
@devonvsmith

2. Quick Stats
1,505 likes 1 uploads 5 subscribers
.3 post/day 600 views/upload 1 posts/month
9 comments/post 4 subscribers 0 comment/post
200 followers 200 photos 32 people
9% listed 0 contacts 44 check-ins
.3 tweets/day 42 high views/photo 1 tip
3 mentions/tweet
Arrows indicate if you are performing above, below, or similar to the average of your peers
In the following slides, you’ll notice black text that calls out specific recommendations for things you should change

3. Your link architecture is a little confusing--
there’s so much to click on, on every page. Think
about how you might simplify, how to guide
different audiences through your website
differently, and what one call to action you could
have on every page/section
Website
Consider adding
some of these social media
icons to your front page

4. Keep an eye on your
85% of your peers were active on Facebook in the Facebook Place page, and
last month. On average, they have 861 likes (max consider claiming it
3289), posted 2x per week (max 1x per day), and
received 4 comments per post (max 6). Needles and
Pens is one to watch.
Facebook
Consider responding to
more of your fan’s comments
Events & notes about events
do surprisingly well on your Page.
That’s great!
Consider adding more design
elements to your mailing list tab and/or
making it the landing tab of your Page
Consider seeding Discussions on your
page with interesting questions, and/or
integrating the Yelp app to take advantage
of your great reviews from there

5. The titles of these lists should give
you some insight into what people
expect you to tweet about.
I see you’ve made an
effort to start tweeting more often.
Consider letting Great job!
us know who on staff
is tweeting
Twitter
There’s a lot of
conversation happening on Twitter
about CE, consider engaging with
these folks
45% of your 20 peer organizations were active on
Twitter in the past 10 days. On average, they have
484 followers (max 946), tweeted 1x/week (max
1.5x/day), received 1 mention per tweet (max 14),
and were added to a list by 13% of their followers
(max 19%). Museum of Craft and Folk Art, and
Berkeley Art Museum are ones to watch.

6. 40% of your 20 peer organizations were active on
YouTube in the past year. On average, they uploaded .5
videos/month (max 2/month), have 269 channel views
(max 2,482), 2 subscribers (max 82), and 183 views/
video (max 1,063). BAMPFA and Intersection for the
Arts are ones to watch.
YouTube
You only have 1 video to analyze,
but your referrals are coming from a
diverse array of sources. If future videos
follow this trend, make sure to include
info about CE in each video (eg with call
to action buttons)
There are a significant number of
other YouTube users with CE content. Consider
curating/hosting a playlist of this content on your
channel

7. Consider tagging the
artists in your photos
30% of your 20 peer organizations were active on There are over 400
Flickr
Flickr in the past year. On average, they uploaded 210 photos on Flickr mentioning
photos (max 940), have 1 contact (max 40), joined 1 Creativity Explored, by these
group (max 9), and their most viewed photo has groups & photographers. Consider
been seen approximately 63 times (max 152). Intuit joining the photo groups and/or
and BAMPFA are ones to watch. reaching out to thank these
photographers
Consider tagging
your photos with the
keywords you want to be
found for in Flickr

8. 70% of your 20 peer organizations have an
active Fourquare venue, only 2 have claimed
their venue. On average, 38 people (max
155) have checked-in a total of 71 times
(max 227) and left 0 tips (max 2).
55% of your 20 peer organizations have
Yelp and Foursquare
an active Yelp page, only 4 have claimed
their venue. On average, they have 12
reviews (max 78), of 4.5 stars (max 5).
Consider
claiming your
venue so you have
access to the venue
analytics
You have so many
awesome reviews on Yelp.
May be
Consider using the Yelp
useful to know
Facebook App to feature them
these are the
on your Facebook page
companies & keywords
the public associates
as being similar
to you

9. 15% of your 20 peer organizations blogged in the
past 3 months. On average, they posted 2x/month
(max 2x/week), received 0 comments/post (max .5),
and have 2 subscribers (max 17). Gallery 16 is one to
Great job integrating your blog into
watch.
your website. If there are keywords you
want to rank for in Google searches,
consider writing about those topics.
Blog
Great job adding categories,
archives, an RSS feed, and search box to
your blog!
Consider
opening up comments to your
blog, and encouraging reader
engagement

10. Other Social Media
Consider monitoring
these tags on delicious
Consider following
Consider creating a these delicious users to
company profile on LinkedIn so find other relevant content,
other disability/visual art or using this number as a
professionals can find you gauge to find what content
of yours users find
interesting
Other social networks mentioned by your
20 peer organizations include 1 mention
each of JustGive, Blip.TV, NetworkForGood,
podcasts, and MySpace.
Great job claiming
your Google Place and adding
visual appeal There seem to be a lot
of blogs talking about CE,
consider reaching out to
engage with some of these
bloggers

11. Consider adding unique
metatag descriptions to every
page of your site, and image ALT
tags for improved SEO
Your Google Place page is
Search Engine Optimization
showing up in valuable generic
keyword searches. Consider
Consider what other anchor what other keywords you want
text you want to rank for, and to rank for
how to create content on your
blog to attract links
Looks like your traffic
spikes during gallery shows. Consider
how to use your blog to increase If you wanted to drive more
traffic between shows traffic to your website, Google
AdWords could be cost effective

12. Glossary
301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do)
A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more often
Aggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious)
Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find it
Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search
Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers
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)
Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generated
Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding
Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456
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
Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO
Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches
Link architecture: where internal page links appear on your website, and how sections of your site are linked together
Meta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”>
New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designs
RSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication)
Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, links
Permalinks: a unique URL for every blog post so they can be linked to forever
SEO: stands for Search Engine Optimization; process of
Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content

13. Free Resources