Digital Media AssessmentApril 2011Leveraging Social Media@devonvsmith
Quick Stats .5 uploads/month 474 people 630 views/upload 595 check-ins 23 subscribers 2 tips 4,764 likes 621 followers 0 photos 0 subscribers 1 post/week 12% listed 0 contacts 0 posts/month4 comments/post 0 tweets/day 0 high views/photo 0 comment/post 0 mentions/tweetArrows 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
Consider adding a search box somewhere on your front page. This may give you insights into what users look for on your siteWebsite Great job linking to your social proﬁles!
Consider100% of your 20 peer organizations were active on checking Open FacebookFacebook in the past month. On average, they have Search for the conversations6,006 fans (max 43,325), post 5x/week (max 2x/ happening about Stern Grove,day), and get 10 comments/post (max 858). Hardly off of your page.Strictly Bluegrass, Winnipeg Folk Festival, and CityParks Summer Stage are ones to watch. Consider claiming your Facebook Place pageFacebook Know that an “interest” page exists for you on Facebook, which pulls in info from Wikipedia (so Consider adding make sure Wikipedia stays design elements to your up to date) Give Five tab and/or making it your landing page
The titles of these lists should give you some insight into what people expect you to tweet about. Consider lettingus know who on staff is tweeting Consider tweeting at Consider what different times of the information (if any) day, days of the week your followers want between festivalsTwitter Consider unlinking your Facebook account from Twitter80% of your 20 peer organizations were active on Twitter in thepast 10 days. On average, they have 2,485 followers (max 10,383),tweet .5x/day (max 5x/day), have been added to a list by 9% oftheir followers (max 13%, and receive 1.5 mentions/tweet (max50). Wolf Trap and Winnipeg Folk Festival are ones to watch.
90% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1.5 videos/month (max 3/week), have 52 subscribers (max 22,245), and receive 695 views/video (max 37,310). Bumbershoot, Outside Lands, and Power to the Peaceful are ones to watch.YouTube There are a signiﬁcant number of other YouTube users with Stern Grove content. Consider curating/hosting a playlist of this content on your channel Most of your referrals come from related videos & YouTube searches. Consider experimenting with video descriptions, tags, and categories Consider what other tags you can use Great job to increase trafﬁc creating playlists
Almost 10,000 photos on Flickr mention Stern Grove, by these groups & photographers. Consider joining the photo groups and/or reaching out to thank these photographers 20% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 440 photos (max 900), have 9 contacts (max 42), and their most viewed photo has been seen approximately 138 times (max 389). Bumbershoot and Winnipeg Folk Festival are ones to watch.Flickr
95% of your 20 peer organizations have an active Foursquare venue, though only 2 have been claimed by their owner. On average, they have had 241 people (max 3,501) check- in a total of 394 times (max 5,797) , and left 3 tips (max 40). 90% of your 20 peer organizations have an active Yelp page, Consider claiming your and 13 of the venues have been claimed by their owners. On Foursquare venue to get average, they have 33 reviews (max 173) of 4.5 stars (max 5). access to venue analyticsYelp and Foursquare May be useful Great job to know these are the experimenting with companies and keywords the Foursquare! public associates as being similar to you
30% of your 20 peer organizations were active bloggers in the past 3 months. OnBlog average, they post 2x/month (max 1x/week), have 6 subscribers (max 50), and receive 0 comments/post (max 4). Wolftrap and Grand Performances are ones to watch.
Other Social Media Consider claiming your Google Places page so you have access to venue analytics Your wikipedia page is Great job creating arelatively active. Consider LinkedIn company proﬁle. adding additional info & citations to the page If you’re not still active on MySpace, consider eliminating the icon from your front page Other social networks mentioned Consider using this by your 20 peer organizations number as a gauge to ﬁnd include MySpace (7x), iphone app what content of yours users (2x), podcast (1x). ﬁnd interesting Consider engaging with some of these bloggers talking about Stern Grove
Search Engine Optimization Your anchor text distribution isn’t very diverse. Consider writing content that elicits valuable keyword links Consider how you can use website demographic info to help tailor your content Great google ranking for generic keyword phrases. Consider if Google AdWords could improve web trafﬁc Consider adding alt text to images, unique meta descriptions to every section of your website, and a 301 redirect Your website trafﬁc peaks during the festival. Consider how you could use a blog to increase trafﬁc the rest of the year
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