Leveraging Social Media track 2 participants digital media assessment.

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

2. Quick Stats
1,277 followers 2,000 photos/year 449 person
14% listed 72 contacts 607 check-in
1 tweets/day 96 high views/photo 3 tips
.5 mentions/tweet
1,859 likes 3 uploads/month 16 subscribers
10 post/week 107 views/upload 4 posts/week
1.5 comments/post 28 subscribers 0 comment/post
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 including
social links, search bar, easy
access to blog, etc.

4. 95% of your 20 peer organizations were active on Consider claiming
Facebook in the past month. On average, they have your Facebook Place
2,461 likes (max 12,094), post 5x/week (max 2x/ page
day), and receive 3 comments/post (max 17).
Mattress Factory,YBCA, and CreativeTime are ones
to watch.
Facebook
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

5. Consider redesigning
your Twitter profile to It looks like you were
match aesthetic of your steadily increasing your
website Twitter activity, but it’s
dropped recently...
Great job tweeting
at different times of day/
days of week
Twitter
Consider adding
“@SOMarts” into your
“share this” preset text so
that your name (SOMArts)
is linked to your twitter
80% of your 20 peer organizations were active on profile
Twitter in the past 10 days. On average, they have 1,557
followers (max 10,545), tweet 1x/day (max 5x/day), Consider
receive 1.5 mentions/tweet (max 16), and are put on a letting us know who on
list by 8% of their followers (max15%). Real Art Ways and staff is tweeting
Roundhouse are ones to watch.

6. 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).
Consider
monitoring the videos on YouTube
mentioning SOMarts, and engaging
with those users
YouTube
Consider what other
categories or tags you might use to
increase traffic
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

7. Great job
building a contact list
& joining groups 40% 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.
Consider
tagging artist’s work in
your photos if they have
a Flickr account
Flickr
Great job
using tags! Make sure you
use what you learn about a tag’s
effectiveness on Flickr &
YouTube
Consider monitoring
mentions of SOMarts on
Flickr (all of these groups &
photogs do)

8. Yelp and Foursquare May be
useful to know
these are the
companies & keywords 100% of your 20 peer organizations
the public associates have an active Foursquare venue,
as being similar though only 6 have been claimed by
to you their owner. On average, 138 people
have check-in (max 1,504) a total of
271 times (max 2,244) and left 3 tips
Consider (max 27).
claiming your
Foursquare venue to
get access to analytics
& adding your
twitter name
Consider
monitoring mentions of
90% of your 20 peer organizations have an SOMarts on Yelp that
active Yelp page, 11 owners have claimed aren’t on your page
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!

9. Great job integrating your
blog into your website
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 twitter &
flickr into your blog
Consider a sidebar tag
cloud of your blog tags so
users can find content

10. 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
Other social networks
mentioned by your 20 peer Consider engaging with
organizations include these active promoters of
MySpace (5x),Vimeo (2x), SOMarts content
Great job claiming your Blip.TV, Last.FM, ArtBabble
Google Place page. Consider
monitoring reviews.
Great job creating a
LinkedIn company
profile!

11. Search Engine Optimization
Consider adding unique
meta-description to every
section of your website
Google AdWords You have great branded
might be a cost effective search rankings. Consider how
way to drive more traffic you could create content to
to your website rank higher for other relevant
keywords
Your anchor text
distribution isn’t very diverse.
Consider using your blog to
attract different keywords
Consider how you
could use demographic
data to tailor blog posts

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