Leveraging Social Media track 2 participants digital media assessment.

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

2. Quick Stats
4,234 likes 28 subscribers
2.5 post/week 3 posts/month
11 comments/post 2 comment/post
1,064 followers 1 upload/year 0 photos 1 person
10 % listed 311 views/upload 0 contacts 2 check-ins
1 tweet/week 2 subscribers 0 high views/photo 0 tips
1 mention/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. Great job
highlighting
social links
Website
I wonder if
you could improve
site navigation by
breaking content into
sections by intended
audience

4. 100% of your 20 peer organizations were
active on Facebook in the past month. On
average, they have 1,607 likes (max 6,998)
posted 5x/week (max 3x/day) and receive 4
comments/post (max 12). Fractured Atlas Asking questions
and TCG are ones to watch. seems to be working
well. Consider asking 1
Consider tagging question at a time
other FB pages in your posts
about the community
Facebook
“We generate conversation in the community and Consider
keep the local community both informed on relevant claiming your Place
issues and interacting with us and one another..” page
Consider checking
Open Facebook Search for the conversations
happening about TBA, off of your page.You can also encourage
fans to use the “@theatrebayarea” feature to tag you
in their posts.
Consider
adding more details to your
About page for first time
visitors
Know that an
“interest” page exists for
you on Facebook, which pulls
in info from Wikipedia (so
make sure Wikipedia stays
up to date)

5. The titles of these lists should give
you some insight into what people
expect you to tweet about.
90% of your 20 peer organizations were active
Consider resizing Consider letting us on twitter in the past 10 days. On average, they
your logo so we know know who on staff is have 1,865 followers (max 8,289), tweet 2x/day
what it says tweeting (max 21x/day), receive .5 mentions/tweet (max
4), and are added to a list by 8% of their
followers. Americans for the Arts, TDF, and
Consider unlinking ArtsBoston are ones to watch.
Twitter
Note that these results are likely skewed by Apr 4
Facebook from Twitter #ArtsAdvocacy day
Consider tweeting
at different times of day,
days of week
Consider engaging
with more people who
mention TBA
Consider tweeting
more consistently

6. 60% of your 20 peer organizations were active on YouTube in the past
year. On average, they posted 1.5 videos/month (max 2/week), receive
331 views/video (max 2,396), and have 16 subscribers (max 300).
Americans for the Arts, Fractured Atlas, and NEA are ones to watch. It’s interesting that so many people
upload their TBA general auditions to
YouTube. I wonder how you could use this
YouTube
Most of your referrals seem to come from people
explicitly searching for content. Consider how to
use tags & descriptions to drive this traffic
Consider experimenting with different tags
and expanding your descriptions so you can
be found more easily

7. There are over 200
photos on Flickr mentioning
Theatre Bay Area, by these groups
& photographers. Consider joining
the photo groups and/or reaching
out to thank these
35% of your 20 peer organizations were active on Flickr in the photographers
Flickr
past year. On average, they uploaded 200 photos (max 500), have
0 contacts (max 34), belong to 0 groups (max 3), and a highly
viewed photo in their photostream has been seen approximately
16 times (max 567). Alliance for Arts (NY) is one to watch.

8. 70% of your 20 peer organizations have an active Foursquare
Consider verifying venue, though only 5 have been claimed by their owners. On
your Yelp venue to get average, 10 people (max 2,836) have checked-in a total of 38
access to analytics times (max 4,500) and left 0 tips (max 36).
Consider
claiming this Foursquare
30% of your 20 peer organizations have an active Yelp page, venue to get access to
though only 4 have been claimed by their owners. On average venue analytics, adding tags,
at one of their venues, 2 people (max 89) have left 4.5 star changing category, adding
reviews (max 5). your twitter profile
Yelp and Foursquare
May be useful to
know these are the
companies the public
associates as being
similar to you

9. Blog
Great job
integrating your blog
into your website!
45% of your 20 peer organizations blogged in the past 3 months.
On average, they posted .5x/day (max 1x/day), have 35 subscribers
(max 343), and receive .5 comments/post (max 2). Americans for
the Arts and Fractured Atlas are ones to watch.
Great job providing
navigational tools to your
blog! Consider a search bar
Great job using tags! Consider creating permalinks to
Consider adding a tag cloud each post, including share buttons, and
to your sidebar implementing a hosted comment system
like disqus
What do you think
it was that prompted so
many comments?

10. Other Social Media
Consider creating
a Google Place page for
Your wikipedia page seems to Theatre Bay Area
be getting a fair amount of traffic.
Consider monitoring the page to make
sure it stays up to date.
Other social networks mentioned by your 20 peer
Great job creating a LinkedIn
organizations include LinkedIn (4x),Vimeo (2x), Blip.TV,
Company page. Consider how you
podcast, iphone app, and Google Groups
can use this network of followers
Consider 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.You might even find delicious
valuable as a curation tool for your
constituents

11. Consider what other
anchor text you want to rank
for, and how to create content
to attract links
Search Engine Optimization
Your web traffic seems to have
declined recently-do you know why?
Consider adding alt text to your Great generic search
images, and unique meta descriptions to rankings in Google!
every section of your website 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

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