Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

948 likes0 post/day

4 comments/post

300 followers8 % listed

0 tweets/day 1 mentions/tweet

7 uploads400 views/upload

20 subscribers

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

0 photos0 contacts

0 high views/photo

9 subscribers0 posts/month

0 comment/post

0 people0 check-ins

0 tips

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

Web

site

Congrats on this award! Consider if you

want it to pull so much focus on your front page

Great job linking to your social media. Consider if you want

to include Vimeo.

These are the main portal into the rest of your site.

Consider increasing text size for greater readability. I also couldn’t tell why these links were different from your subdomains--are they

your most popular content?

You have sets of links in 3 different locations (left outer, left

inner, right outer sidebars), consider simplifying for greater

ease of use

Consider making your logo linked to

your homepage

Consider a search box somewhere on your front

page. This may give you insights into what users look for on your site

Face

book

95% of your 20 peer organizations were active on 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.

Consider registering for a custom URL

Consider posting more consistently

Consider adding more information to your “About Me”

section

Twitt

er

45% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 325 followers (max 2,142), tweet 5x/week (max 2x/day), are 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.

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

With the “new twitter” design, photos in your right sidebar get overshadowed by profile stats. Consider eliminating this from

your profile design

Consider tweeting at

different times of day, days of week

Consider tweeting more

consistently

YouT

ube

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 Dance and Lines Ballet are ones to watch.

Many YouTube users have uploaded videos about JGPG, consider curating a

playlist

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

Flic

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

Several Flickr users have uploaded photos of JGPG.

Consider reaching out to thank these photographers.

Yelp

and

Fou

rsqu

are

55% of your 20 peer organizations have an active Foursquare venue, though no one has claimed their venue. On average, they have had 6 people check in (max 263) a total of 10 times (max 838) and left 1 tip (max 7). ODC is one to watch.

40% of your 20 peer organizations have an active Yelp page, only 4 have claimed their venue. On average, they have 1 review (max 56), of 4 stars (max 5). Lines Ballet is one to watch.

Consider claiming both Yelp & Foursquare

venues so you have access to venue

analytics

Consider adding a category & tags to

your foursquare venue so you show up in

more searches

Consider keeping an eye on the Foursquare venues you perform in, to see if any

users mention JGPG

It may be useful to know these are the other

venues your audiences tend to frequent

This is a great review! Consider adding an owner comment with a thank you.

Blog

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

your website

Consider adding more design elements to your blog so it looks consistent with

your gorgeous website

The “About” page on your blog still contains the

wordpress starter text. Consider deleting the page.

Consider using categories in your

posts to make them easier to discover

Consider eliminating this generic blogroll or updating it with

your own suggestions

Consider hiding the Meta

section

Consider posting more frequently and/or eliminating the link to your blog from

your front page

Other Social Media

Consider claiming your Google Place venue, and

adding photos/videos

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

Consider creating a Wikipedia page for JGPG,

and updating the links from these other wiki pages.

JGPG is being mentioned in many blogs. Consider engaging with 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.

Sear

ch E

ngin

e O

ptim

izat

ion

If you wanted to use Google AdWords to drive traffic to your site, consider bidding on

these keywords

Consider adding unique meta-descriptions for each page of your site, and a 301 redirect

Consider what keywords you want to rank for

in Google

Consider using your blog to

increase traffic between performances

Your anchor text distribution isn’t very diverse. Consider writing content on your blog that elicits valuable

keyword links

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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