Leveraging Social Media track 2 participants digital media assessment.

1. Digital Media Assessment
April 2011
Leveraging Social Media
@devonvsmith

2. 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/month
4 comments/post 0 tweets/day 0 high views/photo 0 comment/post
0 mentions/tweet
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

3. Consider adding a
search box somewhere on
your front page. This may
give you insights into what
users look for on your
site
Website
Great job
linking to your social
profiles!

4. Consider
100% of your 20 peer organizations were active on checking Open Facebook
Facebook in the past month. On average, they have Search for the conversations
6,006 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 City
Parks Summer Stage are ones to watch.
Consider
claiming your Facebook
Place page
Facebook
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

5. The titles of these lists should give
you some insight into what people
expect you to tweet about.
Consider letting
us 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 festivals
Twitter
Consider unlinking
your Facebook account
from Twitter
80% of your 20 peer organizations were active on Twitter in the
past 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% of
their followers (max 13%, and receive 1.5 mentions/tweet (max
50). Wolf Trap and Winnipeg Folk Festival are ones to watch.

6. 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

7. 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

8. 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 analytics
Yelp 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

9. 30% of your 20 peer organizations were
active bloggers in the past 3 months. On
Blog
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.

10. Other Social Media
Consider claiming your
Google Places page so you have
access to venue analytics
Your wikipedia page is
Great job creating a
relatively 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

11. 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

12. Glossary
301 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 often
Aggregator: 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 it
Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search
Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers
Call 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 generated
Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding
Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456
Generic 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 topic
Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO
Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches
Link architecture: where internal page links appear on your website, and how sections of your site are linked together
Meta-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 designs
RSS: 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, links
Permalinks: a unique URL for every blog post so they can be linked to forever
SEO: stands for Search Engine Optimization; process of
Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content

13. Free Resources