Digital Media AssessmentApril 2011Leveraging Social Media@devonvsmith
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-in11 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 peersIn the following slides, you’ll notice black text that calls out speciﬁc recommendations for things you should change
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
Know that you also have an Interest Page, with Wikipedia 90% of your 20 peer organizations were content (so make sure Wiki active on Facebook in the past month. On stays up to date) average, 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
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 feedsTwitter Unsurprisingly, your twitter usage peaks during the festival. Consider what kind of information (if any) your follows65% of your 20 peer organizations were want the rest of the yearactive on Twitter in the past 10 days. Onaverage, they have 1,511 followers (max112,332), tweet 1x/day (max 7x/day), havebeen added to a list by 8% of theirfollowers (max 13%), and receive 1mention/tweet (max 24). SXSW, Jewcy, andAsian American Media are ones to watch.
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.
45% of your 20 peer organizations were active on Flickr in the pastyear. On average, they uploaded 700 photos (max 3,500), have 4 over 300 photos oncontacts (max 54), is a member of 1 group (max 16), and their Flickr mention SFJFF, frommost viewed photo has been seen approximately 52 times (max these groups & photographers.4,281). Asian American Media and TED are ones to watch. Consider joining these groups, and/or enagaging with these phohtographersFlickr 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
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
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 jobBlog maintaining design consistency on your blog! Great job integrating your blog on Great job your site! integrating Flickr content on your site!
Other Social Media Your Wikipedia page is fairly active. Consider expanding the article. Consider creating a Google Place page for SFJFF Great job creating a LinkedIn company proﬁle for SFJFF. Consider how you might use this to connect with Jewish ﬁlmmakers or other constituents 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.
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.
Glossary301 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 oftenAggregator: 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 itAnchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in searchBlog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribersCall 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 generatedDesign elements: ensuring your digital branding (style) matches your social branding matches your off line brandingFacebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456Generic 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 topicIntegrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEOKeyword rich content: using the generic (see above) phrases you want to rank for in Google searchesLink architecture: where internal page links appear on your website, and how sections of your site are linked togetherMeta-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 designsRSS: 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, linksPermalinks: a unique URL for every blog post so they can be linked to foreverSEO: stands for Search Engine Optimization; process ofTag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content