Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

4,764 likes1 post/week

4 comments/post

621 followers12% listed

0 tweets/day 0 mentions/tweet

.5 uploads/month630 views/upload

23 subscribers

Arrows indicate if you are performing above, below, or similar to the average of your peers

0 photos0 contacts

0 high views/photo

0 subscribers0 posts/month

0 comment/post

474 people595 check-ins

2 tips

In the following slides, you’ll notice black text that calls out specific recommendations for things you should change

Web

site

Great job linking to your social

profiles!

Consider adding a search box somewhere on your front page. This may give you insights into what

users look for on your site

Face

book

100% of your 20 peer organizations were active on Facebook in the past month. On average, they have 6,006 fans (max 43,325), post 5x/week (max 2x/day), and get 10 comments/post (max 858). Hardly Strictly Bluegrass, Winnipeg Folk Festival, and City Parks Summer Stage are ones to watch.

Consider adding design elements to your

Give Five tab and/or making it your landing page

Know that an “interest” page exists for

you on Facebook, which pulls in info from Wikipedia (so make sure Wikipedia stays

up to date)

Consider claiming your Facebook

Place page

Consider checking Open Facebook

Search for the conversations happening about Stern Grove,

off of your page.

Twitt

er

80% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 2,485 followers (max 10,383), tweet .5x/day (max 5x/day), have been added to a list by 9% of their followers (max 13%, and receive 1.5 mentions/tweet (max 50). Wolf Trap and Winnipeg Folk Festival are ones to watch.

The titles of these lists should give you some insight into what people

expect you to tweet about.

Consider letting us know who on staff

is tweeting

Consider unlinking your Facebook account

from Twitter

Consider what information (if any) your followers want

between festivals

Consider tweeting at different times of the day, days of the week

YouT

ube

90% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1.5 videos/month (max 3/week), have 52 subscribers (max 22,245), and receive 695 views/video (max 37,310). Bumbershoot, Outside Lands, and Power to the Peaceful are ones to watch.

There are a significant number of other YouTube users with Stern Grove content.

Consider curating/hosting a playlist of this content on your channel

Great job creating playlists

Consider what other tags you can use

to increase traffic

Most of your referrals come from related videos & YouTube searches. Consider experimenting with video

descriptions, tags, and categories

Flic

kr

20% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 440 photos (max 900), have 9 contacts (max 42), and their most viewed photo has been seen approximately 138 times (max 389). Bumbershoot and Winnipeg Folk Festival are ones to watch.

Almost 10,000 photos on Flickr mention Stern Grove, by these groups &

photographers. Consider joining the photo groups and/or reaching out to thank

these photographers

Yelp

and

Fou

rsqu

are

95% of your 20 peer organizations have an active Foursquare venue, though only 2 have been claimed by their owner. On average, they have had 241 people (max 3,501) check-in a total of 394 times (max 5,797) , and left 3 tips (max 40).

90% of your 20 peer organizations have an active Yelp page, and 13 of the venues have been claimed by their owners. On average, they have 33 reviews (max 173) of 4.5 stars (max 5).

May be useful to know these are the

companies and keywords the public associates as being

similar to you

Great job experimenting with

Foursquare!

Consider claiming your Foursquare venue to get access to venue analytics

Blog

30% of your 20 peer organizations were active bloggers in the past 3 months. On average, they post 2x/month (max 1x/week), have 6 subscribers (max 50), and receive 0 comments/post (max 4). Wolftrap and Grand Performances are ones to watch.

Other Social Media

If you’re not still active on MySpace, consider eliminating the

icon from your front page

Consider claiming your Google Places page so you have

access to venue analytics

Great job creating a LinkedIn company profile.

Consider using this number as a gauge to find

what content of yours users find interesting

Consider engaging with some of these bloggers talking

about Stern Grove

Your wikipedia page is relatively active. Consider adding additional info &

citations to the page

Other social networks mentioned by your 20 peer organizations include MySpace (7x), iphone app (2x), podcast (1x).

Sear

ch E

ngin

e O

ptim

izat

ion

Your website traffic peaks during the festival. Consider how you could use a blog to increase

traffic the rest of the year

Great google ranking for generic keyword phrases.

Consider if Google AdWords could improve web traffic

Consider adding alt text to images, unique meta descriptions to every section of your website,

and a 301 redirect

Your anchor text distribution isn’t very diverse. Consider writing content that elicits valuable keyword links

Consider how you can use website demographic info to help

tailor your content

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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