Leveraging Social Media track 2 participants digital media assessment.

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

2. Quick Stats
300 followers 0 photos 9 subscribers
8 % listed 0 contacts 0 posts/month
0 tweets/day 0 high views/photo 0 comment/post
1 mentions/tweet
948 likes 7 uploads 0 people
0 post/day 400 views/upload 0 check-ins
4 comments/post 20 subscribers 0 tips
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 making
your logo linked to
your homepage
You have sets of links in 3
These are the main portal different locations (left outer, left
into the rest of your site. inner, right outer sidebars),
Consider increasing text size for consider simplifying for greater
greater readability. I also couldn’t ease of use
tell why these links were different
from your subdomains--are they
your most popular content?
Website
Great job linking to your
social media. Consider if you want
to include Vimeo.
Consider a search box
somewhere on your front
Congrats on page. This may give you
this award! Consider if you insights into what users
want it to pull so much focus on look for on your site
your front page

4. Consider adding more
information to your “About Me”
95% of your 20 peer organizations were active on section
Facebook in the past month. On average, they have
1,306 likes (max 5,000), posted 2.5x/week (max
1.5x/day), and get 6 comments/post (max 19/post).
AXIS Dance and Alonzo King are ones to watch.
Facebook
Consider registering for
a custom URL
Consider posting more
consistently

5. The titles of these lists should give
you some insight into what people
expect you to tweet about.
Consider letting With the “new twitter” design,
us know who on staff photos in your right sidebar get
is tweeting overshadowed by profile stats.
Consider eliminating this from 45% of your 20 peer organizations were
your profile design active on Twitter in the past 10 days. On
average, they have 325 followers (max
2,142), tweet 5x/week (max 2x/day), are
Twitter
listed by 6% of their followers (max
16%), and receive 1 mention for every 1
of their tweets (max 3 mentions). ODC
is one to watch.
Consider
tweeting more
Consider consistently
tweeting at
different times of
day, days of week

6. Many YouTube users
have uploaded videos about
JGPG, consider curating a
playlist
50% of your 20 peer organizations were
active on YouTube in the past year. On
average, they uploaded 6 videos (max 25),
have 1,698 views/video (max 10,098), and
have 54 subscribers (max 459). Parsons
YouTube
Dance and Lines Ballet are ones to watch.
Many of your referrals come
from searches done on YouTube-
make sure to continue tagging
videos, and adding keyword rich
descriptions.
Great job with
descriptions & tags!
You’ve uploaded many more videos
to Vimeo than YouTube, but receive nearly 3x
as many average views per video on YouTube.
Consider more cross-posting

7. Flickr
15% of your 20 peer organizations were active on
Flickr in the past year. On average, they uploaded 373 Several Flickr users have
photos (max 1,300), have 1 contact (max 5), belong uploaded photos of JGPG.
to 0 groups (max 3), and their most viewed photo Consider reaching out to thank
has been seen 114 times (max 345). Parsons Dance is these photographers.
one to watch.

8. Consider claiming
both Yelp & Foursquare
40% of your 20 peer organizations have venues so you have
an active Yelp page, only 4 have claimed access to venue
their venue. On average, they have 1 analytics
review (max 56), of 4 stars (max 5).
Lines Ballet is one to watch.
Yelp and Foursquare
Consider adding a
55% of your 20 peer organizations have an
category & tags to
active Foursquare venue, though no one
your foursquare venue
has claimed their venue. On average, they
so you show up in
have had 6 people check in (max 263) a
more searches
total of 10 times (max 838) and left 1 tip
(max 7). ODC is one to watch.
This is a great review!
Consider adding an owner
comment with a thank you.
Consider
keeping an eye on the
It may be useful to
Foursquare venues you
know these are the other
perform in, to see if any
venues your audiences tend
users mention JGPG
to frequent

9. The “About” page on
your blog still contains the
wordpress starter text.
Consider deleting the page. 30% of your 20 peer organization blogged in the
past 3 months. On average, they posted 2x/
month (max 1x/week), received 0 comments/
post (max 1), and have 10 subscribers (max 13).
AXIS Dance is one to watch.
Great job
integrating your blog into Consider posting more
your website frequently and/or eliminating
the link to your blog from
your front page
Blog
Consider adding more Consider
design elements to your blog using categories in your
so it looks consistent with posts to make them easier
your gorgeous website to discover
Consider eliminating this
generic blogroll or updating it with
your own suggestions
Consider
hiding the Meta
section

10. Other Social Media
Consider creating a
Wikipedia page for JGPG,
and updating the links from
these other wiki pages.
Consider following some
of these delicious tags and/
or contributors
Great job creating a
LinkedIn company profile!
Keep an eye on who your
followers are
JGPG is being
Consider claiming your
mentioned in many blogs.
Google Place venue, and
Consider engaging with
adding photos/videos
some of these bloggers
Other social media platforms mentioned by your 20 peer
organizations included 2 NetworkForGood, 1 each:
Vimeo, CurrentTV, MySpace, Wikipedia, IMDB, LinkedIn.

11. Search Engine Optimization
Your anchor text
distribution isn’t very diverse.
Consider writing content on
your blog that elicits valuable
keyword links
Consider
using your blog to
increase traffic between
performances
Consider what
keywords you want to rank for
in Google
Consider adding unique meta-
descriptions for each page of
your site, and a 301 redirect
If you wanted to use
Google AdWords to drive traffic
to your site, consider bidding on
these keywords

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