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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