Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

2,798 likes1 post/day

11 comments/post

417 followers5% listed

5 tweets/week 1 mention/tweet

1 upload/month1,779 views/upload

77 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

3 people3 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

Great job integrating social on your front page!

There’s so many links to click! Consider what 1 or 2 calls to action you’re asking users to

take on each page

Consider installing Google Analytics to track

onsite metrics

Face

book

95% of your 20 peer organizations were active on Facebook in the past month. On average, they have 1,290 likes (max 145,101), post .5x/day (1.5x/day), and receive 8 comments/post (max 281). Chanticleer and SF AIDS Foundation are ones to watch.

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 SFGMC, off of your page. You can also encourage fans to use the “@SFGMC”

feature to tag you in their posts.

Great job letting us know who’s

updating the page!

Photos seem to be your most popular posts

Consider responding to more of

your fan comments

Twitt

er55% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 400 followers (max 21,639), tweet 5x/week (max 6x/day), are added to a list by 7% of their followers (max 12%), and receive 1 mention/tweet (max 82).

Consider responding to more tweets

about SFGMC

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 tweeting at different times of day, days of

week

Consider unlinking your

Facebook account.

Way to stick with twitter and keep

trying!

YouT

ube

60% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded .5videos/month (max 2/month), have 1,144 views/video (max 45,606), and 43 subscribers (max 1,290).

Great job using tags!

There are a significant number of other YouTube users with SFGMC content. Consider curating/hosting a playlist of this

content on your channel

Great job syndicating your

content far & wide

Flic

kr

20% of your 20 peer organizations were active on Flickr in the past year. On average, they posted 24 photos (max 160), have 3 contacts (max 4), belongs to 1 group (max 4), and their most viewed photo has been seen approximately 88 times (max 156). Turtle Creek Chorale is one to watch.

There are over 300 photos on Flickr mentioning SFGMC, by

these groups & photographers. Consider joining the photo groups

and/or reaching out to thank these photographers

Yelp

and

Fou

rsqu

are

45% of your 20 peer organizations have an active Foursquare venue, though only 2 have been claimed by their owner. On average, 4 people (max 29) have checked-in a total of 9 times (max 92) and left 0 tips (max 1).

35% of your 20 peer organizations, only 4 have been claimed by their owners. On average, they have 2 reviews (max 153) of 5 stars (max 5).

May be useful to know these are the

companies the public associates as being

similar to you

Consider claiming your

Foursquare venue so you have access

to the venue analytics

Consider adding a category

& tags to your Foursquare

venue

Consider verifying your Yelp

venue

Blog

10% of your 20 peer organizations blogged in the past 3 months. Chanticleer’s posted 40 times over 3 months, received 9 total comments, and has 0 subscribers. Straight No Chaser posted 17 times over 3 months, received 605 comments (!) and has 20 subscribers.

Other Social Media

Your wikipedia page is well trafficked and quite

detailed. Congrats!

Consider creating a company profile on LinkedIn for SFGMC, or perhaps a

professional networking group

Consider claiming your Google

Place page

Consider engaging with some of the bloggers

promoting your content

Other social networks mentioned by your 20 peer organizations include 1 each: MySpace, Wikipedia, Ning.

Sear

ch E

ngin

e O

ptim

izat

ion

Consider adding unique meta descriptions to each

section of your website, and installing a 301 redirect

It looks like Google AdWords could be cost effective if you want to drive more traffic

to your website

You have great google rankings for

generic search terms!

Consider what other keywords you want to rank for, and how to create content that attracts those anchors

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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