Digital Media AssessmentApril 2011Leveraging Social Media@devonvsmith
Quick Stats 2,798 likes 1 upload/month 1 post/day 1,779 views/upload11 comments/post 77 subscribers 417 followers 0 photos 0 subscribers 3 people 5% listed 0 contacts 0 posts/month 3 check-ins 5 tweets/week 0 high views/photo 0 comment/post 0 tips 1 mention/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
Great job integrating social on your front page! There’s so many links to click! Consider what 1 or 2 callsWebsite to action you’re asking users to take on each page Consider installing Google Analytics to track onsite metrics
Know that an “interest” page exists for 95% of your 20 peer organizations were you on Facebook, which pulls active on Facebook in the past month. On in info from Wikipedia (so average, they have 1,290 likes (max 145,101), make sure Wikipedia stays post .5x/day (1.5x/day), and receive 8 up to date) comments/post (max 281). Chanticleer and SF AIDS Foundation are ones to watch. Consider checking Open Facebook Search for the conversations happening about SFGMC, off of your page.You can also encourage fans to use the “@SFGMC” feature to tag you in their posts. ConsiderFacebook responding to more of your fan comments Consider claiming your Facebook Place page Photos seem to be your Great job most popular posts letting us know who’s updating the page!
The titles of these lists should give you some insight into what people 55% of your 20 peer organizations were expect you to tweet about. active on Twitter in the past 10 days. On Consider average, they have 400 followers (max letting us know who 21,639), tweet 5x/week (max 6x/day), are on staff is tweeting added to a list by 7% of their followers (max 12%), and receive 1 mention/tweet (max 82). ConsiderTwitter responding to more tweets Consider about SFGMC tweeting at different times of day, days of week Consider unlinking your Facebook account. Way to stick with twitter and keep trying!
There are a signiﬁcant number of other YouTube users with SFGMC content. Consider curating/hosting a playlist of this content on your channel 60% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded .5videos/month (max 2/month), have 1,144 views/video (max 45,606), and 43 subscribers (max 1,290).YouTube Great job syndicating your content far & wide Great job using tags!
There are over 300 photos on Flickr mentioning SFGMC, 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 posted 24 photos (max 160), have 3 contacts (max 4), belongs to 1 group (max 4), and their most viewed photo has been seen approximately 88 times (max 156).Flickr Turtle Creek Chorale is one to watch.
45% of your 20 peer organizations have an active Foursquare venue, though only 2 have been claimed by their owner. On average, 4 people (max 29) have checked- in a total of 9 times (max 92) and left 0 tips (max 1). Consider verifying your Yelp venue 35% of your 20 peer organizations, Consider only 4 have been claimed by their claiming your owners. On average, they have 2 Foursquare venue reviews (max 153) of 5 stars (max 5). so you have access to the venue analyticsYelp and Foursquare Consider adding a category & tags to your May be useful to Foursquare know these are the venue companies the public associates as being similar to you
10% of your 20 peer organizations blogged in the past 3 months.Blog Chanticleer’s posted 40 times over 3 months, received 9 total comments, and has 0 subscribers. Straight No Chaser posted 17 times over 3 months, received 605 comments (!) and has 20 subscribers.
Other Social Media Your wikipedia page is well trafﬁcked and quite detailed. Congrats! Other social networks mentioned by your 20 peer organizations include 1 each: MySpace, Wikipedia, Ning. Consider creating a company proﬁle on LinkedIn for SFGMC, or perhaps a professional networking groupConsider engaging with some of the bloggerspromoting your content Consider claiming your Google Place page
Search Engine Optimization It looks like Google AdWords could be cost effective if you want to drive more trafﬁc to your website Consider what other keywords you want to rank for, and how to create content that attracts those anchors You have great google rankings for generic search terms! Consider adding unique meta descriptions to each section of your website, and installing a 301 redirect
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