Digital Media AssessmentApril 2011Leveraging Social Media@devonvsmith
Quick Stats 1,915 likes .5 uploads/month 1 post/day 2,376 views/upload9 comments/post 65 subscribers 16 followers 0 photos 0 subscribers 0 person 0% listed 0 contacts 0 posts/month 0 check-in 3 tweets/day 0 high views/photo 0 comment/post 0 tips 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
Website Great job linking to social proﬁles. Consider adding a YouTube icon Consider installing Google Analytics to track onsite metrics
85% of your 20 peer organizations were active on Facebook in the past Consider registering month. On average, they have 2,386 for a custom URL likes (max 8,800), post .5x/day (max 4x/day), and receive 5 comments/post (max 16). AXIS Dance and Pandit Consider monitoring the Chitresh are ones to watch. conversation happening about EDF off of your pageFacebook Know that your Facebook page may be difﬁcult to ﬁnd for anyone searching for I’m curious why “World Arts West” you don’t let fans post on your wall Photos seem to generate the most comments
55% 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 tweetingTwitter Consider unlinking Facebook from Twitter The titles of these lists should give you some insight into what people expect you to tweet about. Consider experimenting tweeting on different days, at different times of day Great job increasing your tweets recently!
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.YouTube There are a signiﬁcant number of other YouTube users with Ethnic Dance Festival content. Consider curating/hosting a Many of your views are playlist of this content on your channel coming from related videos. Great job using Consider curating more category, tags, and playlists of related content descriptions
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 20% of your 20 peer organizations were active on Flickr in the past year. On average, theyFlickr 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.
Consider verifying your Yelp venue to get access to analytics 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, 65% of your 20 peer organizations have an active Yelp page, 8 their venues have had 59 people (max of them have been claimed by their owners. On average, their 474) check-in a total of 83 times (max venues have 22 reviews (max 217), of 4.5 stars (max 5). 1,749), and left 2 tips (max 11). Consider claiming your Foursquare venue to getYelp and Foursquare access to venue analytics, adding tags and a category Consider monitoring mentions of the EDF on Yelp Consider monitoring the venue you perform in and/or creating an event-based venue for EDF
35% of your 20 peer organizations blogged in theBlog 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 MediaConsider monitoringmentions of EDF on Delicious Consider Consider creating a Wikipedia creating a company page for WAW or EDF, and proﬁle on LinkedIn so linking from these pages other dance professionals can ﬁnd you Other social networks mentioned by your 20 peer organizations include: MySpace (6x),Vimeo, UStream, CurrentTV, podcast, Jumo,Yahoo Groups Consider claiming your Google Place page, and completing your proﬁle with info, photos, etc
Search Engine Optimization Consider adding titles & unique meta descriptions to every section of your website and adding a 301 redirect Google Adwords might be cost effective in driving more trafﬁc to your site Consider creating new content on your site between festivals to drive more trafﬁc Consider what other anchor text you want to rank for, and how to create content to attract links Great generic search rankings in Google! Consider what other keywords you want to rank for, and how to create linkable content Consider how you can use website audience demographic data to tailor online content
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