Social Media Footprint


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A social media footprint of the user generated content streaming radio station,

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Social Media Footprint

  1. 1. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Vocalo’s Social Media Footprint Vocalo’s 3 major conversation hubs are on its blog, Twitter, and Facebook Fan Page. Blog ( The Vocalo homepage is built on a Drupal Content Managmenet System, while the Vocalo blog is built on an embedded WordPress CMS. The original mission of the homepage was to make it as easy as possible for content creators to upload new content. Now that the homepage has gained a substantial listener base, it needs to focus on user-friendliness, as well as search engine optimization. However, both the blog and homepage have an impressive number of social and digital media opportunities (listed in Appendix I), and unique visitors have tripled in the past 3 months with the addition of blogger Robert Feder. Significant features include1: • Integration with the broadcast system at the radio station for syncing on-air playlists and schedules with the website and allowing hosts to easily broadcast user-generated audio on the air. • A cross-browser, AJAX-enabled media library allowing users to seamlessly upload images, audio clips, video files, and media from 3rd party sites like YouTube into an online WYSIWYG editor with a drag-and-drop interface. • Telephone podcasting which allows users to call a hotline and record audio content directly onto the site using only their telephone. • A full palette of online community features including social networking, private and instant messaging, and folksonomy. Twitter (@vocalo) Vocalo’s Twitter presence is smaller than on Facebook, but more active (detailed in Appendix II). Vocalo was an early adopter of Twitter (joining in November of 2007), and tweeted on average twice per day in the past month. In the last 9 days, their 16 tweets generated 193 mentions by other twitter users (a 12 times conversion rate). Vocalo’s follower count velocity continues to pick up, increasing number of followers by 10% in January 2010. Vocalo’s followers are primarily men in Chicago, 85% were active on Twitter in the last 10 days, nearly 50% consider themselves professional artists, and have on average approximately 200 followers themselves. Assuming no overlapping networks, Vocalo has potential second order reach of over 14,000. Facebook ( Vocalo’s Facebook Page has over 1,100 fans, 2% of whom engaged with Vocalo in the past month (detailed in Appendix III). Vocalo primarily posts links and responds to fan’s comments, and fans engage via wall comments and likes. In the past 31 days, Vocalo posted 45 pieces of content on Facebook, and 28 fan engagements are captured on their wall, for a paltry conversion rate of less than 1. Vocalo’s fans demonstrate interest and affinity towards public radio in general by subscribing to other pubmedia fan pages. Engaged fans tended to be White, Male, Chicagoans, in their 20s, but several Hispanic enclaves around the US also appear on the follower density map. Vocalo’s second order reach from engaged fans in the past 31 days is just over 8,000 Facebook users. Lesser used Vocalo conversation hubs include, in descending order, its: 1. YouTube Channel (vocalo and VocaloDotOrg) 1 case study on Vocalo’s creation ( 1
  2. 2. MGT 554 Rob Levy, Devon Smith, Meredith Trainor 2. MySpace Profile (VocaloDotOrg) 3. StumbleUpon (Stumbler: Vocalo) 4. UStream ( 5. Delicious Bookmarks (created by others) 6. LinkedIn References (created by others) 7. Google Search (created by others) 8. Vimeo Videos (created by others) 9. FriendFeed Mentions (created by others) 10. iTunes Podcasts ( 11. Flickr Photostream (vocalo and VocaloDotOrg) 12. Wikipedia ( 13. Yelp Reviews ( 14. Foursquare Location (WBEZ) Further details on activity levels of each platform can be found in Appendix IV. Vocalo’s communication strategy up to date does not seem strategic nor very intense. Their Twitter account is updated via Facebook status updates. Facebook is only checked every few days. Most news articles referring to Vocalo are actually negative. Their webpage is incredibly challenging to navigate. Due to concern about tarnishing the brand reputation of Chicago Public Radio (Vocalo’s founder and parent organization), the two brands are never linked in advertising campaigns. Vocalo’s blogs’ popularity stems mainly from a celebrity blogger, and not the average user. While a lot of buzz is generated around Vocalo, they’re not actually engaging with users. And yet, Vocalo continues to be awarded multi million-dollar foundation grants year after year because the model is so different from other radio stations, and everyone in the public media system wants so bad for them to be successful. 2
  3. 3. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Appendix I: Metrics Homepage Total Registered Users 1,900 Pieces of content 24,000 Monthly Unique Visitors 30,303 Site Visits 56,323 Search Engine Optimization Top Search Terms Robert Feder Blog, Teen Living, Vocalo, Chicagoans Top Referral Sites Facebook, Google, Boardhost,, Top Destination Sites Facebook,, Google, Boardhost, About Homepage features Facebook Connect Drupal CMS Streaming Content UGC Upload Ability Most Recently Uploaded List Merchandise eCart Shout Box Share This UGC Tags User Profiles Filtered Search Discussion Groups (55) Wordpress Blog (embedded) Podcast RSS Blog Features Recent Comments Subscribe by Email Twitter badge Facebook badge (CPR) Flickr badge (CPR) Homepage badge RSS Events Feed (CPR) Blogroll (1) Blog Metrics Total Blog RSS Subscribers 94 Average blog posts per week 56.7 RSS Feeds 10 Podcast RSS Subscribers 2 Podcasts posts per month 1 Blog began Apr-08 Blog Authors 71 Blog Categories 71 Posted Today 12 Comments Today 157 *65% of comments from 1 post 3
  4. 4. MGT 554 Rob Levy, Devon Smith, Meredith Trainor 4
  5. 5. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Appendix II: Twitter Metrics Twitter Metrics Total Followers 725 Following 711 Founded 15-Nov-07 Lifetime Tweets 1,514 Tweets in Last 31 Days 64 Listed 44 Lists 1 Favorites 3 Platform Facebook Engagements 9 DAYS END 2/10 @vocalo 1 #vocalo 39 Link: 95 Vocalo’s tweets 16 RT @vocalo 4 RT #vocalo 29 Foreign 25 TweetMeme 7 Days Stories via 10 Retweets 206 Tweet Frequency: 5
  6. 6. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Tweet Density: 6
  7. 7. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Follower’s Locations: 7
  8. 8. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Twitter Counter: Follower Count Velocity: 8
  9. 9. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Twiter Percent of Active Followers: 9
  10. 10. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Follower Professions: Followers Influence (Number who follow them): 10
  11. 11. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Follower Gender: 11
  12. 12. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Facebook Fan Page Metrics Page Content Total Total Fans 1,126 Favorite Pages 3 U-Stream App 1 Notes 10 Events 17 Photos 28 Photo Albums 3 Photo Comments 12 Fan Photos 1 Links 100 Discussions 2 Discussion Posts 3 Content Type Last 31 Days Link 17 Response 17 Phote 4 Event 2 Song 2 Vocalo Comment 2 Video 1 Response 14 Like 9 Comment 3 Fans Video 2 Vocalo 45 Total Fans 28 ROI =F/V 0.62 Content Intent Vocalo Fans Request/Question 15 0 Promotional 12 9 Informational 11 5 Affirmative 3 3 Give Away 3 0 Spam 2 0 Creative Content 1 0 Total 47 17 *"Likes" are exlucded from this analysis 12
  13. 13. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Engagement Drivers Like Comments Request-Photo 1 Request-Photo 4 Request-Photo 7 Informational-Link 1 Informational-Link 1 Promotional-Link 1 2 Promotional-Link 3 Promotional-Link 1 Creative Content-video 1 Creative Content-video 1 FB Demographics Last 31 Days Total Fans Engaged 20 Gender Male 13 Female 6 Page 1 Age 20s 11 40s 3 30s 2 Unknown 3 Ethnicity White 9 Hispanic 6 Black 2 Unknown 2 Location Chicago 15 Indiana 3 Unknown 1 Total Fans' Friends 8152 Average Fans' Friends 543 13
  14. 14. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Facebook Fan Location Density: 14
  15. 15. MGT 554 Rob Levy, Devon Smith, Meredith Trainor Appendix IV: Other Social Media Platforms YouTube Vocalo VocaloDotOrg Channel Views 1552 51 Total Upload Views 6623 791 Joined 22-Mar-07 17-Mar-09 Last signed in 2 hours ago 4 months ago Subscribers 16 4 Channel Comments 1 1 Uploads 28 10 Most viewed video 3085 323 Most viewed video's comments 9 1 Subscriptions 37 0 Friends 22 0 Favorites 4 0 MySpace Total Profile Views 6,657 Last Login today Member since 5/8/07 Friends 487 Comments 95 Last comment made 8-Feb-10 Contents: Blog, upcoming events, embedded music player, photo stream StumbleUpon Total Views of 123 Favorites 38 Subscribers 3 Reviews 2 Tags 28 Subscriptions 0 Last Seen Today U Stream Total Followers 4 Total Views 1825 Joined 6/26/09 Last Broadcast Nov-09 Contents: Twitter stream embedded Delicious Total Others Bookmarking 146 Tags for 30 Bookmarks tagged vocalo 87 15
  16. 16. MGT 554 Rob Levy, Devon Smith, Meredith Trainor LinkedIn Total Work(ed) at 41 Groups 0 Companies 0 Google Search Total Google Page Rank 5 Google Indexed Pages 12,300 Search results for 583,000 Links to 563 links to 882 First relevant mention 1998 Most recent relevant mention Today Vimeo Total Videos (created by others) 3 FriendFeed Total Mentions Today 85 iTunes Total Podcast episodes 15 Reviews 0 Ratings 0 iPhone Apps 0 Flickr VocaloDotOrg Vocalo Uploaded 1 1 Wikipedia Discussions 1 Categories 6 Contents: History, References, External Links Yelp Reviews 1 Stars 4 Foursquare Vocalo WBEZ Check-ins 0 4 16