Leveraging Social Media track 2 participants digital media assessment

1. Digital Media Assessment
April 2011
Leveraging Social Media
@devonvsmith

2. Quick Stats
1 uploads/week 11 subscribers
5,287 views/upload 0 posts/month
324 subscribers 0 comment/post
767 likes 513 followers 200 photos/year 0 people
1 post/month 11% listed 1 contacts 0 check-in
11 comments/post 1 tweets/week 24 high views/photo 0 tips
1 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. There’s a lot of content about SFJFF
online, and a lot of variation in how users
refer to you. Consider using a hashtag to
try and consolidate this conversation
across platforms.
Website
If you do a lot of
surveys, consider using
wufoo.com for more
streamlined interface
On your Yelp link,
Great job linking to you can eliminate
social profiles.Your everything after &
Facebook link is to your including the “#” sign I’m curious
Profile (not Page) why you left Flickr off
of this list

4. Know that you also have
an Interest Page, with Wikipedia
90% of your 20 peer organizations were active content (so make sure Wiki
on Facebook in the past month. On average, stays up to date)
they have 1,703 likes (max 894,825), post 5x/
week (max 7x/day), and receive 4 comments/
post (max 740). TED, Asian American Media,
and Hebrew University are ones to watch.
Facebook
Consider registering
for a custom URL
Consider monitoring the
conversation happening about
SFJFF, but off of your pages, using
Open Facebook Search
You seem to post more
frequently on your Profile than
your Page. I’m a little confused
by the distinction

5. The titles of these lists should give
Consider letting us
you some insight into what people
know who on staff is
expect you to tweet about.
tweeting
I’m confused by the
difference between your
2 twitter feeds
Twitter
Unsurprisingly, your twitter
usage peaks during the festival.
Consider what kind of
information (if any) your follows
want the rest of the year
65% of your 20 peer organizations were active on Twitter in the past 10
days. On average, they have 1,511 followers (max 112,332), tweet 1x/day
(max 7x/day), have been added to a list by 8% of their followers (max
13%), and receive 1 mention/tweet (max 24). SXSW, Jewcy, and Asian
American Media are ones to watch.

6. 55% of your 20 peer organizations were
active on YouTube in the past year. On
average, they uploaded 1 video/week
(max 2/day), have 195 subscribers (max
209,352), and get 1,014 views/video (max
69,708). TED, SXSW, and Frameline are
ones to watch.
A significant number of YouTube users
have posted content about SFJFF. If the
content is rights-restricted, consider how
you might work with filmmakers to monitor/
address the situation. If the content is public
domain, consider engaging with the posters
(via thanks, comments, etc)
YouTube
Great job using tags.
Use YouTube analytics
(like below) to optimize
your choice of tags
Each of your 4 most popular videos has
a different mix of discovery sources (emails,
embedded,YouTube search, related videos).
Consider why that might be, and try to
optimize future content/distribution.

7. over 300 photos on
Flickr mention SFJFF, from
these groups & photographers.
Consider joining these groups,
and/or enagaging with these
phohtographers
45% of your 20 peer organizations were active on Flickr in the past
year. On average, they uploaded 700 photos (max 3,500), have 4
contacts (max 54), is a member of 1 group (max 16), and their
most viewed photo has been seen approximately 52 times (max
4,281). Asian American Media and TED are ones to watch.
Flickr
Great job using tags!
Remember to use what you
learn about a tag’s effectiveness
on YouTube as well
If any of your films
have Flickr accounts, consider
tagging them in appropriate
photos

8. Yelp and Foursquare
35% of your 20 peer organizations have an
active Yelp page, though only 2 of them have
been claimed by their owners. On average, I’m not sure this is actually your
their venue has received 8 reviews (max 46) 70% of your 20 peer organizations have an
venue. Consider adding a active Foursquare venue, 7 of them have
of 4.5 stars (max 5). Foursquare venue solely for SFJFF been claimed by their owners. On average,
(you can also have “event” venues their venue has had 11 people check-in
for use during the festival) (max 11,767) a total of 53 times (max
19,239), and left 1 tip (max 19).
Consider
monitoring the venues
you show in for
You have some great mentions of SFJFF
Yelp reviews. Consider if you
should integrate these on It may be useful to
your Facebook page know your audience also
frequents these venues

9. 20% of your 20 peer organizations blogged
in the past 3 months. On average, they
posted 4x/week (max 1x/day), have 6
subscribers (max 211), and receive 0
comments/post (max .5/post). Center for
Asian American Media and ITVS are ones to
watch.
Great job
Blog
maintaining design consistency
on your blog!
Great job
integrating your blog on
Great job your site!
integrating Flickr content on
your site!

10. Other Social Media
Your Wikipedia page is
fairly active. Consider
expanding the article.
Consider
creating a Google Place
page for SFJFF
Other social networks mentioned
Great job creating a LinkedIn
by your 20 peer organizations
company profile for SFJFF. Consider how
include: MySpace (5x), podcast,
you might use this to connect with Jewish
iphone app, LinkedIn, Delicious,
filmmakers or other constituents
Vimeo
It looks like there are a
lot of bloggers & blog
readers mentioning SFJFF.
Consider monitoring and/
Consider monitoring the SFJFF tag on or engaging with these
delicious, and/or using the number of bloggers & communities.
users tagging your content as a gauge for
effectiveness.

11. Search Engine Optimization
Great google rank for a
really generic phrase
Your anchor text distribution
isn’t very diverse. Consider if/how you
can use your blog to encourage
different keywords
Consider adding unique
meta descriptions for every
section of your website, and
including a 301 redirect
Consider how you can use
audience demographic insights Great job using Google AdWords.
when creating your blog content Consider what other deep linked pages
within your website you might want to
direct users towards.

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