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Leveraging Social Media track 2 participants digital media assessment.
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Digital Media Assessment
April 2011Leveraging Social Media@devonvsmith
Quick Stats
1,859 likes10 post/week
1.5 comments/post
1,277 followers14% listed
1 tweets/day .5 mentions/tweet
3 uploads/month107 views/upload
28 subscribers
Arrows indicate if you are performing above, below, or similar to the average of your peers
2,000 photos/year72 contacts
96 high views/photo
16 subscribers4 posts/week
0 comment/post
449 person607 check-in
3 tips
In the following slides, you’ll notice black text that calls out specific recommendations for things you should change
Web
site Great job including
social links, search bar, easy access to blog, etc.
Face
book
95% of your 20 peer organizations were active on Facebook in the past month. On average, they have 2,461 likes (max 12,094), post 5x/week (max 2x/day), and receive 3 comments/post (max 17). Mattress Factory, YBCA, and CreativeTime are ones to watch.
Consider claiming your Facebook Place
page
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
Twitt
er
80% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 1,557 followers (max 10,545), tweet 1x/day (max 5x/day), receive 1.5 mentions/tweet (max 16), and are put on a list by 8% of their followers (max15%). Real Art Ways and Roundhouse are ones to watch.
Consider letting us know who on
staff is tweeting
Consider redesigning your Twitter profile to match aesthetic of your
website
It looks like you were steadily increasing your Twitter activity, but it’s
dropped recently...
Great job tweeting at different times of day/
days of week
Consider adding “@SOMarts” into your
“share this” preset text so that your name (SOMArts)
is linked to your twitter profile
YouT
ube
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).
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
Consider monitoring the videos on YouTube mentioning SOMarts, and engaging
with those users
Consider what other categories or tags you might use to
increase traffic
Flic
kr40% 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.
Great job using tags! Make sure you
use what you learn about a tag’s effectiveness on Flickr &
YouTube
Great job building a contact list
& joining groups
Consider tagging artist’s work in
your photos if they have a Flickr account
Consider monitoring mentions of SOMarts on
Flickr (all of these groups & photogs do)
Yelp
and
Fou
rsqu
are
100% of your 20 peer organizations have an active Foursquare venue, though only 6 have been claimed by their owner. On average, 138 people have check-in (max 1,504) a total of 271 times (max 2,244) and left 3 tips (max 27).
90% of your 20 peer organizations have an active Yelp page, 11 owners have claimed 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!
May be useful to know these are the
companies & keywords the public associates
as being similar to you
Consider claiming your
Foursquare venue to get access to analytics
& adding your twitter name
Consider monitoring mentions of SOMarts on Yelp that
aren’t on your page
Blog
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 your blog into your website
Consider a sidebar tag cloud of your blog tags so
users can find content
Great job integrating twitter & flickr into your blog
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
Great job claiming your Google Place page. Consider
monitoring reviews.
Great job creating a LinkedIn company
profile!
Consider engaging with these active promoters of
SOMarts content
Other social networks mentioned by your 20 peer organizations include MySpace (5x), Vimeo (2x), Blip.TV, Last.FM, ArtBabble
Sear
ch E
ngin
e O
ptim
izat
ion
Consider adding unique meta-description to every section of your website
Google AdWords might be a cost effective way to drive more traffic
to your website
Consider how you could use demographic data to tailor blog posts
You have great branded search rankings. Consider how you could create content to
rank higher for other relevant keywords
Your anchor text distribution isn’t very diverse. Consider using your blog to attract different keywords
Glossary
A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more often
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)
SEO: stands for Search Engine Optimization; process of
Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search
Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches
Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find it
301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do)
Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456
Link architecture: where internal page links appear on your website, and how sections of your site are linked together
Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding
Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generated
Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO
RSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication)
Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers
New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designs
Aggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious)
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
Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, links
Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content
Permalinks: a unique URL for every blog post so they can be linked to forever
Meta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”>
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