Digital Media AssessmentApril 2011Leveraging Social Media@devonvsmith
Quick Stats 1,277 followers 2,000 photos/year 449 person 14% listed 72 contacts 607 check-in 1 tweets/day 96 high views/photo 3 tips .5 mentions/tweet 1,859 likes 3 uploads/month 16 subscribers 10 post/week 107 views/upload 4 posts/week1.5 comments/post 28 subscribers 0 comment/post Arrows indicate if you are performing above, below, or similar to the average of your peers In the following slides, you’ll notice black text that calls out speciﬁc recommendations for things you should change
Website Great job including social links, search bar, easy access to blog, etc.
95% of your 20 peer organizations were active on Consider claiming Facebook in the past month. On average, they have your Facebook Place 2,461 likes (max 12,094), post 5x/week (max 2x/ page day), and receive 3 comments/post (max 17). Mattress Factory,YBCA, and CreativeTime are ones to watch.Facebook Consider monitoring the conversations happening on FB about SOMarts, but off of your page, using Open Facebook Search Consider responding to fan comments on your page
Consider redesigning your Twitter proﬁle to It looks like you were match aesthetic of your steadily increasing your website Twitter activity, but it’s dropped recently... Great job tweeting at different times of day/ days of weekTwitter Consider adding “@SOMarts” into your “share this” preset text so that your name (SOMArts) is linked to your twitter80% of your 20 peer organizations were active on proﬁleTwitter in the past 10 days. On average, they have 1,557followers (max 10,545), tweet 1x/day (max 5x/day), Considerreceive 1.5 mentions/tweet (max 16), and are put on a letting us know who onlist by 8% of their followers (max15%). Real Art Ways and staff is tweetingRoundhouse are ones to watch.
80% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1 video/month (max 6/month), have 942 views/video (max 5,855), and 28 subscribers (max 271). Consider monitoring the videos on YouTube mentioning SOMarts, and engaging with those usersYouTube Consider what other categories or tags you might use to increase trafﬁc It looks like many of your most viewed videos have referral sources from embeds and other websites. Consider how you can improve the tags & descriptions of your videos
Great job building a contact list & joining groups 40% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 900 photos (max 2,100), have 33 contacts (max 128), are a member of 5 groups (max 9), and their most viewed photo has been seen approximately 60 times (max 367). Mattress Factory and Diverse Works are ones to watch. Consider tagging artist’s work in your photos if they have a Flickr accountFlickr Great job using tags! Make sure you use what you learn about a tag’s effectiveness on Flickr & YouTube Consider monitoring mentions of SOMarts on Flickr (all of these groups & photogs do)
Yelp and Foursquare May be useful to know these are the companies & keywords 100% of your 20 peer organizations the public associates have an active Foursquare venue, as being similar though only 6 have been claimed by to you their owner. On average, 138 people have check-in (max 1,504) a total of 271 times (max 2,244) and left 3 tips Consider (max 27). claiming your Foursquare venue to get access to analytics & adding your twitter name Consider monitoring mentions of 90% of your 20 peer organizations have an SOMarts on Yelp that active Yelp page, 11 owners have claimed aren’t on your page their venue. On average, they have 15 reviews (max 131) with 4.5 stars (max 5). Great job verifying your Yelp listing, adding photos, and a Yelp deal!
Great job integrating your blog into your websiteBlog 35% of your 20 peer organizations blogged in the past 3 months. On average, they posted 1x/ week, have 26 subscribers, and get 0 comments/ post. Mattress Factory and Arthouse are ones to watch. Great job integrating twitter & ﬂickr into your blog Consider a sidebar tag cloud of your blog tags so users can ﬁnd content
Other Social Media Consider creating a wikipedia page for SOMarts & linking from these sources Consider monitoring mentions of SOMarts on delicious, following these delicious users to ﬁnd other relevant content, or using this number as a gauge to ﬁnd what content of yours users ﬁnd interesting Other social networks mentioned by your 20 peer Consider engaging with organizations include these active promoters of MySpace (5x),Vimeo (2x), SOMarts content Great job claiming your Blip.TV, Last.FM, ArtBabbleGoogle Place page. Consider monitoring reviews. Great job creating a LinkedIn company proﬁle!
Search Engine Optimization Consider adding unique meta-description to every section of your website Google AdWords You have great branded might be a cost effective search rankings. Consider how way to drive more trafﬁc you could create content to to your website rank higher for other relevant keywords Your anchor text distribution isn’t very diverse. Consider using your blog to attract different keywords Consider how you could use demographic data to tailor blog posts
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