Leveraging Social Media track 2 participants digital media assessment

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

2. Quick Stats
1,915 likes .5 uploads/month
1 post/day 2,376 views/upload
9 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/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. Website
Great job linking to
social profiles. Consider
adding a YouTube icon
Consider installing
Google Analytics to track
onsite metrics

4. 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 page
Facebook
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

5. 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 tweeting
Twitter
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!

6. 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

7. 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, they
Flickr
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.

8. 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 get
Yelp 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

9. 35% of your 20 peer organizations blogged in the
Blog
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).

10. Other Social Media
Consider monitoring
mentions 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

11. 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

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