For the Leveraging Social Media track 2 participants.

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

2. Quick Stats
1,586 likes 46 uploads 12 subscribers
1 post/day 2,060 views/upload 2 posts/month
6 comments/post 168 subscribers 1 comment/post
149 followers 373 photos 1 person
11% listed 0 contacts 1 check-in
.5 tweets/day 114 high views/photo 2 tips
.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. What an awesome way
to integrate bios, reviews,
and video!
Consider using a YouTube
video with muted sound
Website
Great job linking to your
social media presence
This link structure is a little
Consider a search box confusing in addition to your
somewhere on your front header links. Consider
page. This may give you eliminating it.
insights into what users
look for on your site
Consider using A/B
testing to eliminate one of
the “Donate Now” buttons--
too many calls to action can
be counter productive

4. Consider checking Open Facebook Search
for the conversations happening about Axis, off of your
89% of your 19 peers were active on page.You can also encourage fans to use the “@Axis”
Facebook in the last month. They have an feature to tag you in their posts.
average of 964 fans (max 4,941), post 2x/
week (max 1.3/day), and receive 3 likes or
comments per post. Compagnie Marie Know that an
Chouinard’s page is one to watch. “interest” page exists for
you on Facebook, which pulls
in info from Wikipedia (so
make sure Wikipedia stays
up to date)
Facebook
Videos seem to
be your most
popular posts
Consider replacing the repetitive
content in the “About” and “Company
Overview” sections of your page Consider
adding design
elements to your
“Join” page and/or
converting it to a
landing page

5. The titles of these lists should give
you some insight into what people
expect you to tweet about.
Consider letting Great job catching, and
us know who on staff responding to a tweet about
is tweeting you that didn’t include
@AxisDanceCo
Twitter
Consider tweeting more
consistently each month, at
varying times of the day
Consider thanking retweeters with tweets that
begin with their @name (so you don’t annoy
followers with the same message multiple times).
63% of your 19 peers were active on
Twitter in the past 10 days. They have an
average of 208 followers (max 2,804),
tweeted 2x in 10 days (max 67), and got 1
mention per tweet (max 2). On average,
6% of their followers add them to a list
(max 16%). @lldanceexchange is one to
watch.

6. Most views to your
videos come from “related
videos;” keep up with the
great tagging & descriptions
using key words. Consider
creating playlists.
There are a significant number of
other YouTube users with Axis Dance Co
content. Consider curating/hosting a playlist of
this content on your channel
YouTube
Great job using
category, tags, and
comments
53% of your 19 peers were active on
YouTube in the last year. On average, they
uploaded 4 videos (max 17), currently have
1,369 channel views (max 7,595), have
9,210 upload views (max 125k), and 20
subscribers (max 192). Candoco or
Company C are the ones to watch.

7. Consider using
“AxisDanceCo” as
your profile name Consider using
more descriptive tags so
your photos can be found
on Flickr
There are over 300
photos on Flickr mentioning
Axis Dance, by these groups &
photographers. Consider joining the
Consider tagging the photo groups and/or reaching out
to thank these photographers
Flickr
dancers in your photos
26% of your 19 peers were active on Flickr in
the past year. On average they posted 160
photos (max 265), had 2 contacts (max 11),
and had in the range of 69 views/photo (max
776). Candoco is one to watch.

8. 58% of your 19 peers have an active venue
on Yelp (only 2 have been claimed). On
26% of your 19 peers have an active
average, 5 people (max 263) have checked
venue on Yelp (only 1 has been
in a total of 12 times (max 838) and left 0
claimed). On average, they have
tips (max 7). ODC is one to watch.
received 6 reviews (max 34), and have 5
stars. Creativity Explored is one to
watch.
May be useful to
know these are the
companies the public Consider claiming
associates as being your venue so you have
similar to you access to the venue
analytics
Yelp and Foursquare
Consider
adding a category & tags to
your Foursquare venue
Great job
experimenting with
Foursquare, and
showing users you
are aware of it

9. 32% of your 19 peers were active
bloggers in the past 3 months. On
Consider integrating average, they post 2x per month (max 9),
your blog into your website have 4 subscribers (max 12), and receive
for SEO benefit 0 comments per post (max .5). Candoco
is one to watch.
Consider adding
design elements to your blog so it
better matches the rest of your social
Blog
media presence
Are you satisfied with your
audience engagement? If not,
what do you think is holding
you back?
“We felt [our blog] would be a way to engage
our audience and our current website did not
allow us to post recent events/happenings.
We started it as a platform to talk/share
about our annual commissioning - using it as a
way to share behind the scenes”

10. Other Social Media
Consider
monitoring these
Your wikipedia page looks keywords on delicious
great, but isn’t well trafficked. Consider
adding new links to Axis Dance from other
wiki pages, and keeping an eye on traffic
stats. Consider 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
Consider keeping an
Consider claiming your eye on some of these
Google Places page so you have access sources where you don’t have
to venue analytics, and it shows up in an active social presence
google searches
Consider
creating a company
profile on LinkedIn so
other dance
professionals can
find you
Peers: 3 linked to MySpace, 4 to Vimeo, 1 each to ning, current.tv, jumo

11. Several high
profile news articles
link to your site with
“Axis Dance” as
anchor text. To rank
higher on google
searches of related
keywords, consider
integrating your blog
& create keyword
rich content
Search Engine Optimization
If you wanted to drive more
traffic to your website, Google
AdWords could be cost effective
Consider adding metatag
descriptions to every page of
your site, adding image ALT tags,
and a 301 redirect from
axisdance.org for improved SEO
Consider what keywords you
want to rank for in Google, and
how to create content that
attracts links

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