Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

81 likes.3 post/day

2 comments/post

7 followers14 % listed

0 tweets/day 0 mentions/tweet

0 uploads0 views/upload0 subscribers

Arrows indicate if you are performing above, below, or similar to the average of your 20 peers

0 photos0 contacts

0 high views/photo

0 subscribers0 posts/month

0 comment/post

3 people21 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 Consider adding specific

months to the remaining shows

Consider changing this link by deleting

everything after “#...”Of your 4 calls to action here, “Follow Us” draws the most

attention because of the images. You may not want this

Consider a search box somewhere on your front

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

Face

book

85% of your 20 peer organizations were active on Facebook last month. They have an average of 1,312 likes (max 3,568), post every other day (max 1.5/day), and get 4 likes or comments per post (max 10). Seattle Children’s Theatre and Children’s Theatre Co (minneapolis) are ones to watch.

Consider checking Open Facebook Search for the conversations happening about BACTheatre, off of your page.

You can also encourage fans to use the “@BACTheatre” feature to tag you in their posts.

Consider registering for a

custom URL

Consider seeding your discussion section with topics

Consider adding more information to your About

section

Twitt

er

60% of your 20 peer organizations were active on Twitter in the past 10 days. On average they have 555 followers (max 1,532), tweeted 1x/day (max 2x/day), were mentioned by another user .5x/day (max 2x/day), and were added to a list by 9% of their followers (max 23%). Seattle Children’s Theatre and Children’s Theatre of Charlotte are ones to watch.

You won’t start showing up in twitter’s people search until

you start tweetingConsider adding an image, description, and

location to your bio

Consider monitoring the conversations going on

about BACT on twitter

YouT

ube

65% of your 20 peer organizations were active on YouTube last year. On average they uploaded 1 video/month (max 2.5), get 1,237 views/video (max 3,044), and have 20 subscribers (max 45). Imagination Stage is one to watch. Nice

job curating other people’s videos until you start uploading

your own

Most referrals come from related videos of the exact same topic

Flic

kr

20% of your 20 peer organizations were active on Flickr in the past year. On average they uploaded 68 photos (max 560), had 0 contacts (max 1), and joined 0 groups (max 1). They’re most viewed photo was about 35 views (max 75). Imagination Stage is one to watch.

There are several photos on Flickr mentioning

BACT. Consider reaching out to thank these photographers

Yelp

and

Fou

rsqu

are

75% of your peer organizations has an active Foursquare venue, but only 1 has claimed their venue. On average at their venues, 21 people (max 208) have checked in 99 times (max 369) and left 0 tips (max 4).

75% of your 20 peer organizations has an active Yelp page. 8 organizations have claimed their page. On average they have 2 reviews (max 8), of 5 stars (max 5).

Consider adding a category and tags

to your venue

Consider claiming your

venue so you have access to venue

analytics

Consider keeping an eye on

the Foursquare venues you perform at; some are quite active, and

may include tips about BACTConsider claiming

your venue on Yelp, adding the appropriate content, and

correcting your Category tag

Blog

35% of your 20 peers blogged in the past 3 months. They posted on average 2x/month (max 10x), have 2 subscribers (max 25), and get 0 comments/post (max 1.5). Barrel of Monkeys is one to watch.

Other Social Media

Great job claiming your Google Place and adding so much

appealing content

Consider adding a LinkedIn company profile for

BACT so other children’s theatre professionals can find you

This is the only delicious user who has tagged anything by BACT, but they seem highly involved with

family activities in SF. Consider reaching out to them.

Consider reaching out to some of the bloggers talking

about BACTheatre

The only other social network linked to by one of your peer organizations is Barrel of Monkey’s with a podcast.

Sear

ch E

ngin

e O

ptim

izat

ion

Consider adding alt text to your images, meta tags to all your pages, and extending your domain name

contract for better SEO

Great job using AdWords to drive traffic. Try adding dates & price

to your ad

Watch who else is bidding on your brand name and consider bidding on their keywords/stealing ideas from

their ads

You have great anchor text diversity, now you just need more

links. Consider reaching out to bloggers, using keyword rich

anchor text in internal links, and creating keyword rich content on

your website

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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