Leveraging Social Media track 2 participants digital media assessment.

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

2. Quick Stats
2,798 likes 1 upload/month
1 post/day 1,779 views/upload
11 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 peers
In the following slides, you’ll notice black text that calls out specific recommendations for things you should change

3. Great job
integrating social on
your front page!
There’s so many links to
click! Consider what 1 or 2 calls
Website
to action you’re asking users to
take on each page
Consider installing
Google Analytics to track
onsite metrics

4. 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.
Consider
Facebook
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!

5. 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).
Consider
Twitter
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!

6. 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!

7. 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.

8. 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
analytics
Yelp 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

9. 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.

10. 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 group
Consider engaging with
some of the bloggers
promoting your content
Consider
claiming your Google
Place page

11. 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

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