Cleveland Velodrome Digital Audit Website (Google Insights):
Facebook (74 out of 100): Recommendations: • Create more engaging posts (2-3 targeted posts per day) • Ask more questions to your fans • Encourage your fans to ask more questions for you to answer • Publish more photos • Create a Facebook campaign in order to gain more likes • Post at the optimal/most Facebook algorithm friendly time • Create a newsletter to remind Velodrome members/social media members to post and to remind them of upcoming events (can be done using MailChimp) • Create a blog to create a buzz and to regularly have content to post
Twitter Recommendations: • Post 2-3 times per day (Targeted; not including retweets or cross postings) • Create a campaign for more followers
Instagram Recommendations: Posting 2-3 times per day (Targeted posts) Create a campaign for more followers
Google+/SEO Report/Listing Report Recommendations: • Important: Set up and post to page at least once a week (Content here can be straight reposts since using this platform is primarily for Google recognition) • Regularly add images/video as well (“look busy”) Google “rewards” entities on its platform with more recognition when it sees activity. Typically, this page will get very few visits, if any, but this activity is for the sake of well rounded SEO.
Summary: The primary issue with your digital presence is pushing content, which can be fixed by utilizing social media channels more often. Another issue is generating engagement, and one way to add another method of engagement is to introduce a blog (either written or video or both) and having at least a biweekly newsletter during the season (monthly during the off-season) could increase engagement. Also be sure to use as many social media channels as possible, especially Google+ since it’s a Google platform, and make sure people are finding the correct information about Cleveland Velodrome (I corrected some listings on Yext.com, it was directing me to a Willoughby address and I fixed it). Some listings are also missing and I’ll add those in. Also of note, organic mobile engagement seems to be a down swing while desktop is on a steady rise. Typically, this is reversed and may indicate lower engagement for younger content consumers. Higher desktop engagement isn’t a bad thing at all, but you want to see both rising.