Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

artwork by Dolores Del Rosario

Quick Stats

1,505 likes.3 post/day

9 comments/post

200 followers9% listed

.3 tweets/day 3 mentions/tweet

1 uploads600 views/upload

4 subscribers

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

200 photos0 contacts

42 high views/photo

5 subscribers1 posts/month

0 comment/post

32 people44 check-ins

1 tip

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

Web

site

Consider adding some of these social media

icons to your front page

Your link architecture is a little confusing--there’s so much to click on, on every page. Think

about how you might simplify, how to guide different audiences through your website

differently, and what one call to action you could have on every page/section

Face

book

85% of your peers were active on Facebook in the last month. On average, they have 861 likes (max 3289), posted 2x per week (max 1x per day), and received 4 comments per post (max 6). Needles and Pens is one to watch.

Consider responding to more of your fan’s comments

Keep an eye on your Facebook Place page, and

consider claiming it

Events & notes about events do surprisingly well on your Page.

That’s great!

Consider seeding Discussions on your page with interesting questions, and/or

integrating the Yelp app to take advantage of your great reviews from there

Consider adding more design elements to your mailing list tab and/or making it the landing tab of your Page

Twitt

er

45% of your 20 peer organizations were active on Twitter in the past 10 days. On average, they have 484 followers (max 946), tweeted 1x/week (max 1.5x/day), received 1 mention per tweet (max 14), and were added to a list by 13% of their followers (max 19%). Museum of Craft and Folk Art, and Berkeley Art Museum are ones 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

There’s a lot of conversation happening on Twitter about CE, consider engaging with

these folks

I see you’ve made an effort to start tweeting more often.

Great job!

YouT

ube

40% of your 20 peer organizations were active on YouTube in the past year. On average, they uploaded .5 videos/month (max 2/month), have 269 channel views (max 2,482), 2 subscribers (max 82), and 183 views/video (max 1,063). BAMPFA and Intersection for the Arts are ones to watch.

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

channel

You only have 1 video to analyze, but your referrals are coming from a

diverse array of sources. If future videos follow this trend, make sure to include

info about CE in each video (eg with call to action buttons)

Flic

kr

30% of your 20 peer organizations were active on Flickr in the past year. On average, they uploaded 210 photos (max 940), have 1 contact (max 40), joined 1 group (max 9), and their most viewed photo has been seen approximately 63 times (max 152). Intuit and BAMPFA are ones to watch.

Consider tagging the artists in your photos

There are over 400 photos on Flickr mentioning Creativity Explored, by these

groups & photographers. Consider joining the photo groups and/or

reaching out to thank these photographers

Consider tagging your photos with the

keywords you want to be found for in Flickr

Yelp

and

Fou

rsqu

are

70% of your 20 peer organizations have an active Fourquare venue, only 2 have claimed their venue. On average, 38 people (max 155) have checked-in a total of 71 times (max 227) and left 0 tips (max 2).

55% of your 20 peer organizations have an active Yelp page, only 4 have claimed their venue. On average, they have 12 reviews (max 78), of 4.5 stars (max 5).

Consider claiming your

venue so you have access to the venue

analytics

May be useful to know these are the

companies & keywords the public associates

as being similar to you

You have so many awesome reviews on Yelp. Consider using the Yelp

Facebook App to feature them on your Facebook page

Blog

15% of your 20 peer organizations blogged in the past 3 months. On average, they posted 2x/month (max 2x/week), received 0 comments/post (max .5), and have 2 subscribers (max 17). Gallery 16 is one to watch.

Great job adding categories, archives, an RSS feed, and search box to

your blog!

Great job integrating your blog into your website. If there are keywords you

want to rank for in Google searches, consider writing about those topics.

Consider opening up comments to your blog, and encouraging reader

engagement

Other Social Media

Consider monitoring these tags on delicious

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

Consider creating a company profile on LinkedIn so

other disability/visual art professionals can find you

Great job claiming your Google Place and adding

visual appeal There seem to be a lot of blogs talking about CE, consider reaching out to

engage with some of these bloggers

Other social networks mentioned by your 20 peer organizations include 1 mention each of JustGive, Blip.TV, NetworkForGood, podcasts, and MySpace.

Sear

ch E

ngin

e O

ptim

izat

ion

If you wanted to drive more traffic to your website, Google

AdWords could be cost effective

Consider adding unique metatag descriptions to every

page of your site, and image ALT tags for improved SEO

Your Google Place page is showing up in valuable generic keyword searches. Consider

what other keywords you want to rank for

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

blog to attract links

Looks like your traffic spikes during gallery shows. Consider

how to use your blog to increase traffic between shows

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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