Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

1,915 likes1 post/day

9 comments/post

16 followers0% listed

3 tweets/day 0 mentions/tweet

.5 uploads/month2,376 views/upload

65 subscribers

Arrows indicate if you are performing above, below, or similar to the average of your peers

0 photos0 contacts

0 high views/photo

0 subscribers0 posts/month

0 comment/post

0 person0 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

Great job linking to social profiles. Consider adding a YouTube icon

Consider installing Google Analytics to track

onsite metrics

Face

book

85% of your 20 peer organizations were active on Facebook in the past month. On average, they have 2,386 likes (max 8,800), post .5x/day (max 4x/day), and receive 5 comments/post (max 16). AXIS Dance and Pandit Chitresh are ones to watch.

I’m curious why you don’t let fans post

on your wall

Consider registering for a custom URL

Know that your Facebook page may be difficult to find for anyone searching for

“World Arts West”

Consider monitoring the conversation happening about

EDF off of your page

Photos seem to generate the most

comments

Twitt

er55% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 149 followers (max 2,142), tweet .5x/day (max 2x), get added to a list by 11% of their followers (max 15%), and receive 0 mentions/tweet (max 1). Center for Dance in the West is one to watch.

Consider letting us know who on staff

is tweeting

Consider unlinking Facebook from Twitter

The titles of these lists should give you some insight into what people

expect you to tweet about.

Great job increasing your tweets recently!

Consider experimenting tweeting on different days, at

different times of day

YouT

ube

70% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1 video/month (max 10/month), have 29 subscribers (max 459), and receive 890 views/video (max 8,237). AXIS Dance and Lines Ballet are ones to watch.

There are a significant number of other YouTube users with Ethnic

Dance Festival content. Consider curating/hosting a playlist of this content on your channel

Great job using category, tags, and

descriptions

Many of your views are coming from related videos.

Consider curating more playlists of related content

Flic

kr

20% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 787 photos (max 1200), have 0 contacts (max 50), belong to 1 group (max 4), and their most viewed photo has been seen approximately 59 times (max 4,037). Center for Asian American Media is one to watch.

There are over 100 photos on Flickr mentioning

Ethnic Dance Festival, by these groups & photographers. Consider joining the photo groups and/or

reaching out to thank these photographers

Yelp

and

Fou

rsqu

are

70% of your 20 peer organizations have an active Foursquare venue, though only 2 of the venues have been claimed by their owners. On average, their venues have had 59 people (max 474) check-in a total of 83 times (max 1,749), and left 2 tips (max 11).

65% of your 20 peer organizations have an active Yelp page, 8 of them have been claimed by their owners. On average, their venues have 22 reviews (max 217), of 4.5 stars (max 5).

Consider verifying your Yelp venue to get

access to analytics

Consider claiming your Foursquare venue to get access to venue analytics,

adding tags and a category

Consider monitoring the

venue you perform in and/or creating an event-based venue

for EDF

Consider monitoring mentions of the EDF on

Yelp

Blog

35% of your 20 peer organizations blogged in the past 3 months. On average, they posted 2x/month (max 1x/day), have 1 subscriber (max 12), and receive .5 comments/post (max 1/post).

Other Social Media

Consider monitoring mentions of EDF on

Delicious

Consider creating a company

profile on LinkedIn so other dance professionals

can find you

Consider creating a Wikipedia page for WAW or EDF, and

linking from these pages

Consider claiming your Google Place page, and completing your

profile with info, photos, etc

Other social networks mentioned by your 20 peer organizations include: MySpace (6x), Vimeo, UStream, CurrentTV, podcast, Jumo, Yahoo Groups

Sear

ch E

ngin

e O

ptim

izat

ion

Great generic search rankings in Google!

Consider what other keywords you want to rank

for, and how to create linkable content

Consider what other anchor text you want to rank for, and how to create

content to attract links

Consider how you can use website audience demographic data to tailor online content

Google Adwords might be cost effective in driving more traffic to your site

Consider adding titles & unique meta descriptions to every section of your website and adding

a 301 redirect

Consider creating new content on your site between festivals to drive more traffic

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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