kala arts institute dma
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Digital Media Assessment
April 2011Leveraging Social Media@devonvsmith
Quick Stats
1,560 likes.5 post/day
3 comments/post
171 followers11% listed
1 tweet/day 0 mentions/tweet
1 uploads/year312 views/upload
18 subscribers
Arrows indicate if you are performing above, below, or similar to the average of your peers
0 photos0 contacts
0 high views/photo
37 subscribers2 posts/month
0 comment/post
16 people17 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
You’ve got sets of links in 3 different areas of your page,
consider simplifying for greater ease of navigation
Consider linking your logo to
your homepage
Great job linking to your social media! Consider
adding YouTube
Consider a search box somewhere on your front
page. This may give you insights into what users look for on your site
Face
book
100% of your 20 peer organizations were active on Facebook in the last month. On average, they have 1,373 likes (max 50,118), post 5x/week (max 1.5/day), and receive 4 comments/post (max109). SFMOMA and Montalvo Arts Center are ones to watch.
Photos seem to be your most popular posts
Consider eliminating 1 of your 2 video tabs if they contain duplicate content
Consider checking Open Facebook Search for the conversations happening about Kala, off of your page. You can also encourage fans to use the “@Kala”
feature to tag you in their posts.
Twitt
er80% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 716 followers (max 187,489), tweet .5x/day (max 5x/day), receive 1 mention/tweet (max 18), and have been added to a list by 11% of their followers (max 21%). Montalvo Arts is one to watch.
Consider monitoring tweets mentioning Kala
Consider letting us know who on staff
is tweeting
The titles of these lists should give you some insight into what people
expect you to tweet about.
Consider unlinking your Facebook
account from Twitter
Consider tweeting more consistently, try tweeting at different times of day, days of
the week
YouT
ube
50% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1.5 videos/month (max 5), have 30 subscribers (max 553), and have 669 views per video (max 5,439). SF Film Society is one to watch.
There are a significant number of other YouTube users with
Kala content. Consider curating a playlist of this content on your channelMost of your referrals
come from YouTube searches or related videos. Make sure you keep up
with the tagging, and consider including more keywords in your
descriptions
Flic
kr
65% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 350 new photos (max 2,500), have 15 contacts (max965), belong to 1 group (max 43), and their highest viewed photo has approximately 75 views (max 240). SFMOMA and Headlands Arts Center are ones to watch.
There are over 80 photos on Flickr
mentioning Kala. Consider reaching out to thank these photographers
Yelp
and
Fou
rsqu
are
85% of your 20 peer organizations have active Foursquare venues, though only 5 of them have been claimed by their owners. On average, they have had 50 people (max 6,165) check-in a total of 159 times (max 8,664) and left 1.5 tips (max 104).
100% of your 20 peer organizations have active Yelp pages, 65% of them have been claimed by their owners. On average, they have 22 reviews (max 721) of 4.5 stars (max 5).
Consider claiming your Foursquare venue so you have access to venue
analytics
Consider adding additional contact info and
tags
May be useful to know these are the companies the public associates as being similar to you
You have some great reviews! Consider thanking some reviewers
and/or encouraging reviews on-site
Blog
15% of your 20 peer organizations blogged in the past 3 months. On average, they posted 4x/week (max 1x/day), received 0 comments/post (max 2), and have 16 subscribers (max 149). SFMOMA is one to watch.
Great job integrating your blog into
your website
Consider adding more design elements to your blog so it looks consistent with
your website
If you want users to contribute to your blog, consider being more explicit in the kind
of content you want
Consider eliminating this from
your sidebar
Great job using events, search box,
categories, and archives
Other Social Media
Consider creating a Wikipedia page for Kala,
and updating the links from these other wiki pages.
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 monitoring these tags on delicious
Great job claiming your Google Place page and adding visually appealing
contentConsider creating a
company profile on LinkedIn so other visual art
professionals can find you
Kala is being mentioned in many blogs and blog aggregators.
Consider engaging with some of these bloggers & networks
Other social networks mentioned by your 20 peer organizations include 1 each for MySpace, LinkedIn,
FriendFeed, podcasts, and Vimeo
Sear
ch E
ngin
e O
ptim
izat
ion
Consider installing a 301 redirect, and using unique meta-
descriptions for each page
Nearly all of your anchor text is your brand name. Consider
using your blog to create keyword rich content
If you wanted to drive more traffic to your website, Google
AdWords could be cost effective
Consider what keywords you want to
rank for in Google
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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