Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

767 likes1 post/month

11 comments/post

513 followers11% listed

1 tweets/week 1 mentions/tweet

1 uploads/week5,287 views/upload

324 subscribers

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

200 photos/year1 contacts

24 high views/photo

11 subscribers0 posts/month

0 comment/post

0 people0 check-in

0 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 social profiles. Your

Facebook link is to your Profile (not Page)

On your Yelp link, you can eliminate everything after &

including the “#” sign I’m curious why you left Flickr off

of this list

If you do a lot of surveys, consider using wufoo.com for more streamlined interface

There’s a lot of content about SFJFF online, and a lot of variation in how users refer to you. Consider using a hashtag to

try and consolidate this conversation across platforms.

Face

book

90% of your 20 peer organizations were active on Facebook in the past month. On average, they have 1,703 likes (max 894,825), post 5x/week (max 7x/day), and receive 4 comments/post (max 740). TED, Asian American Media, and Hebrew University are ones to watch.

Consider registering for a custom URL

You seem to post more frequently on your Profile than your Page. I’m a little confused

by the distinction

Know that you also have an Interest Page, with Wikipedia

content (so make sure Wiki stays up to date)

Consider monitoring the conversation happening about

SFJFF, but off of your pages, using Open Facebook Search

Twitt

er

65% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 1,511 followers (max 112,332), tweet 1x/day (max 7x/day), have been added to a list by 8% of their followers (max 13%), and receive 1 mention/tweet (max 24). SXSW, Jewcy, and Asian American Media are ones to watch.

Consider letting us know who on staff is

tweeting

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

expect you to tweet about.

I’m confused by the difference between your

2 twitter feeds

Unsurprisingly, your twitter usage peaks during the festival.

Consider what kind of information (if any) your follows

want the rest of the year

YouT

ube

55% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded 1 video/week (max 2/day), have 195 subscribers (max 209,352), and get 1,014 views/video (max 69,708). TED, SXSW, and Frameline are ones to watch.

A significant number of YouTube users have posted content about SFJFF. If the

content is rights-restricted, consider how you might work with filmmakers to monitor/address the situation. If the content is public domain, consider engaging with the posters

(via thanks, comments, etc)

Great job using tags. Use YouTube analytics

(like below) to optimize your choice of tags

Each of your 4 most popular videos has a different mix of discovery sources (emails, embedded, YouTube search, related videos).

Consider why that might be, and try to optimize future content/distribution.

Flic

kr

45% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 700 photos (max 3,500), have 4 contacts (max 54), is a member of 1 group (max 16), and their most viewed photo has been seen approximately 52 times (max 4,281). Asian American Media and TED are ones to watch.

over 300 photos on Flickr mention SFJFF, from

these groups & photographers. Consider joining these groups, and/or enagaging with these

phohtographers

Great job using tags! Remember to use what you

learn about a tag’s effectiveness on YouTube as well

If any of your films have Flickr accounts, consider tagging them in appropriate

photos

Yelp

and

Fou

rsqu

are

70% of your 20 peer organizations have an active Foursquare venue, 7 of them have been claimed by their owners. On average, their venue has had 11 people check-in (max 11,767) a total of 53 times (max 19,239), and left 1 tip (max 19).

35% of your 20 peer organizations have an active Yelp page, though only 2 of them have been claimed by their owners. On average, their venue has received 8 reviews (max 46) of 4.5 stars (max 5).

I’m not sure this is actually your venue. Consider adding a

Foursquare venue solely for SFJFF (you can also have “event” venues

for use during the festival)

Consider monitoring the venues

you show in for mentions of SFJFFYou have some great

Yelp reviews. Consider if you should integrate these on

your Facebook pageIt may be useful to

know your audience also frequents these venues

Blog

20% of your 20 peer organizations blogged in the past 3 months. On average, they posted 4x/week (max 1x/day), have 6 subscribers (max 211), and receive 0 comments/post (max .5/post). Center for Asian American Media and ITVS are ones to watch.

Great job integrating your blog on

your site!Great job integrating Flickr content on

your site!

Great job maintaining design consistency

on your blog!

Other Social Media

Your Wikipedia page is fairly active. Consider expanding the article.

Consider creating a Google Place

page for SFJFF

Great job creating a LinkedIn company profile for SFJFF. Consider how you might use this to connect with Jewish

filmmakers or other constituents

Consider monitoring the SFJFF tag on delicious, and/or using the number of

users tagging your content as a gauge for effectiveness.

It looks like there are a lot of bloggers & blog

readers mentioning SFJFF. Consider monitoring and/

or engaging with these bloggers & communities.

Other social networks mentioned by your 20 peer organizations include: MySpace (5x), podcast, iphone app, LinkedIn, Delicious, Vimeo

Sear

ch E

ngin

e O

ptim

izat

ion

Great google rank for a really generic phrase

Great job using Google AdWords. Consider what other deep linked pages within your website you might want to

direct users towards.

Consider adding unique meta descriptions for every section of your website, and

including a 301 redirect

Consider how you can use audience demographic insights

when creating your blog content

Your anchor text distribution isn’t very diverse. Consider if/how you

can use your blog to encourage 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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