Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

4,234 likes2.5 post/week

11 comments/post

1,064 followers10 % listed

1 tweet/week 1 mention/tweet

1 upload/year311 views/upload

2 subscribers

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

0 photos0 contacts

0 high views/photo

28 subscribers3 posts/month

2 comment/post

1 person2 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 highlighting social links

I wonder if you could improve site navigation by

breaking content into sections by intended

audience

Face

book

100% of your 20 peer organizations were active on Facebook in the past month. On average, they have 1,607 likes (max 6,998) posted 5x/week (max 3x/day) and receive 4 comments/post (max 12). Fractured Atlas and TCG are ones to watch.

Consider claiming your Place

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)

Asking questions seems to be working

well. Consider asking 1 question at a time

Consider checking Open Facebook Search for the conversations

happening about TBA, off of your page. You can also encourage fans to use the “@theatrebayarea” feature to tag you

in their posts.

Consider adding more details to your About page for first time

visitors

“We generate conversation in the community and keep the local community both informed on relevant

issues and interacting with us and one another..”

Consider tagging other FB pages in your posts

about the community

Twitt

er

90% of your 20 peer organizations were active on twitter in the past 10 days. On average, they have 1,865 followers (max 8,289), tweet 2x/day (max 21x/day), receive .5 mentions/tweet (max 4), and are added to a list by 8% of their followers. Americans for the Arts, TDF, and ArtsBoston are ones to watch. Note that these results are likely skewed by Apr 4 #ArtsAdvocacy day

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

expect you to tweet about.

Consider resizing your logo so we know

what it says

Consider letting us know who on staff is

tweeting

Consider unlinking Facebook from Twitter

Consider engaging with more people who

mention TBAConsider tweeting more consistently

Consider tweeting at different times of day,

days of week

YouT

ube

60% of your 20 peer organizations were active on YouTube in the past year. On average, they posted 1.5 videos/month (max 2/week), receive 331 views/video (max 2,396), and have 16 subscribers (max 300). Americans for the Arts, Fractured Atlas, and NEA are ones to watch. It’s interesting that so many people

upload their TBA general auditions to YouTube. I wonder how you could use this

Consider experimenting with different tags and expanding your descriptions so you can

be found more easily

Most of your referrals seem to come from people explicitly searching for content. Consider how to

use tags & descriptions to drive this traffic

Flic

kr

35% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 200 photos (max 500), have 0 contacts (max 34), belong to 0 groups (max 3), and a highly viewed photo in their photostream has been seen approximately 16 times (max 567). Alliance for Arts (NY) is one to watch.

There are over 200 photos on Flickr mentioning

Theatre Bay Area, by these groups & photographers. Consider joining the photo groups and/or reaching

out to thank these photographers

Yelp

and

Fou

rsqu

are

70% of your 20 peer organizations have an active Foursquare venue, though only 5 have been claimed by their owners. On average, 10 people (max 2,836) have checked-in a total of 38 times (max 4,500) and left 0 tips (max 36).

30% of your 20 peer organizations have an active Yelp page, though only 4 have been claimed by their owners. On average at one of their venues, 2 people (max 89) have left 4.5 star reviews (max 5).

May be useful to know these are the

companies the public associates as being

similar to you

Consider claiming this Foursquare venue to get access to

venue analytics, adding tags, changing category, adding

your twitter profile

Consider verifying your Yelp venue to get

access to analytics

Blog

45% of your 20 peer organizations blogged in the past 3 months. On average, they posted .5x/day (max 1x/day), have 35 subscribers (max 343), and receive .5 comments/post (max 2). Americans for the Arts and Fractured Atlas are ones to watch.

Great job integrating your blog into your website!

Great job providing navigational tools to your

blog! Consider a search bar

What do you think it was that prompted so

many comments?

Consider creating permalinks to each post, including share buttons, and

implementing a hosted comment system like disqus

Great job using tags! Consider adding a tag cloud

to your sidebar

Other Social Media

Your wikipedia page seems to be getting a fair amount of traffic.

Consider monitoring the page to make sure it stays up to date.

Consider creating a Google Place page for

Theatre Bay Area

Great job creating a LinkedIn Company page. Consider how you can use this network of followers

Consider following these delicious users to find other relevant

content, or using this number as a gauge to find what content of yours users find interesting. You might even find delicious

valuable as a curation tool for your constituents

Other social networks mentioned by your 20 peer organizations include LinkedIn (4x), Vimeo (2x), Blip.TV, podcast, iphone app, and Google Groups

Sear

ch E

ngin

e O

ptim

izat

ion

Consider adding alt text to your images, and unique meta descriptions to

every section of your website

Great generic search rankings in Google!

Consider what other keywords you want to rank

for, and how to create linkable content

Consider how you can use website audience demographic data to tailor online content

Your web traffic seems to have declined recently-do you know why?

Consider what other anchor text you want to rank for, and how to create content

to attract 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=”...”>

Free Resources