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Alma Mater Society of Queen’s University: Social Media use and Branding
Alma Mater Society of Queen’s University: Social Media use and Branding
Executive Summary:
This report assesses the social media and branding effectiveness of the Alma Mater Society(AMS) of Queens University. It analyzes the AMS’ current social media practices and prescribes changes aimed at improving the total reach and engagement for the organization’s online promotions and communications.
Social Media Channels:
The AMS’ social media presence on Facebook, Instagram, Twitter, and their website, myams.org. was reviewed and evaluated. These four outlets are the way that AMS primarily distributes information to their target audience, however, they also use monthly email newsletters to get out key information. Assessing their use of these four primary communication channels and providing opportunities for growth and improvement, while maintaining a consistent brand will lead to improved reach and engagement. Each channel will be examined separately, pointing to strengths and weaknesses, as well as an overall analysis of the AMS brand.
Overall Brand:
The AMS has a consistent brand across all social media channels, with the AMS logo, consistent font use, and even consistent colour pallets being used for different categories of posts/pages across all platforms. The AMS has a Brand Manager (myams.org àAbout Us àMeet our team), which clearly has a great impact on visual identity standards being upheld.
Strengths:
· Ample cross-links. Cross-links in posts from AMS to other sources was used effectively in most cases.
· Professional page layout. Each media site has a casual business feeling to its appropriate layout (e.g. Facebook page is set up for an organization with a contact messenger.)
· Dissemination of a vast variety of information; social, educational, resources, etc..
Weaknesses:
· Posts are inconsistently timed. The frequency of posts is sporadic; inconsistent amongst media platforms.
· Post content is text heavy. Users engaging with AMS on social media are seeking quick updates and basic information.
· Lacking platform engagement. Many posts do not receive many likes, comments or shares.
· Overuse of Logo and similar post formats may be causing brand dilution, which will damage recognition overtime (Finkle, 2018)
Platform Specific Comments
Facebook
· Many posts with heavy text
· Inconsistent
· A battery of posts followed by no posts
Twitter
· Very sporadic posts
· Mostly shared Facebook posts
· Underutilized potential for tags and cross-links
Instagram
· Good spacing between posts
· Strong engagement
· More playful and light
Webpage
· Effective information communication
· Good use of cross-links
· Inconsistency with fonts and formatting between webpages
Recommendations:
We find that while the AMS is doing many things right, there is some potential for improvement. While Twitter is underutilized, the target audience does not actually use Twitter (Kats, 2018), and is more likely to use Instagram, followed by Facebook, making these two channels far more important.
Through more regularly scheduled posts, with minimal textual information, and a more informal style, the AMS could increase its post engagement.
AMS has a very strong, consistent identity amongst its media platforms. The use of the logo, recognizable graphics, and layout across platforms is visually appealing, but lacks total consistency. Having a visually appealing presence will attract the user’s attention (Smith, 2017), and being consistent over platforms will build trust with the audience.
The AMS is most lacking in post content. Their posts need to be lighter with less text and information on their Instagram, Facebook and Twitter platforms. These three specifically should have engagement-first thinking when posts are being made. The voice of the posts needs to be more oriented towards asking the audience things such as content ideas, advice, or even a general question (Rampton, 2014).
Specific Actions
· Posts need to be done daily at the most, weekly at the least.
· Posts should differ across platforms even if the information is the same or similar.
· Post context amongst “lighter” platforms like Instagram and Twitter should be briefer and contain more images and titles that capture the audience’s attention. For detailed information, the user can be linked back to the main AMS webpage.
· AMS needs to orient their posts to generate more user interactions. Posts need to have a different voice.
· Posts that include polls, Instagram/Facebook stories and even giveaways/trivia can be effective to gather more user interaction.
· Use hashtags across all platforms to make content more searchable by users. Employ the use of existing hashtags and create new ones specific to AMS to tie content to other similar and relevant posts and increase appearances in searches.
· Cross link with other organizations within Queen’s University, for example, The Queen’s newspaper.
Works Cited
Finkle, C. (2019, January 2). What is Brand Dilution. Retrieved April 2, 2019.
Kats, R. (2018, October 22) Who's Using Instagram. Retrieved April 2, 2019
Rampton, J. (2014, September 22). 7 Free Ways for Boosting Your Social Media Engagement. Retrieved March 30, 2019
Smith, E. (2017, November 17). The Importance of Graphic Design in Social Media. Retrieved March 30, 2019
Bowers, J. (2017, December 6). 5 Steps to Engaging Your Audience on Social Media. Retrieved April 4, 2019
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Search Engine Optimization #SEO
1. Want to hear something crazy? Out the 130,000,000+ users of the internet, 83% only use Google search to find what they’re looking for: So, if you’re looking to have your website get noticed, you need to get a handle on something called Search Engine Optimization or #SEO.
2. What is SEO, you ask? Well, it’s simple – SEO is the best way to ensure that your page shows up in the first three results on the first page of a search. These first three results are also known as the Golden Triangle.
3. And since 63% of searchers only click the first three results of a Google search, then having your website pop up in the top three gives you the best odds of attracting and converting these people into customers.
4. There are just a few simple, but essential steps that will bring your page from SEO zero to SEO Hero! The first is keywords: Simply having keywords that relate to your offering on your page is crucial to have people find it. However, this isn’t the only way to boost SEO.
5. The second key was discovered by two Ph.D. students, Larry Page and Sergey Brin, who noticed that academic papers that are cited more by other papers may have more relevance in a search than just keywords.
6. They took this discovery, and applied it to websites, showing how sites that are referred to by other websites, also known as backlinked, can improve their search relevance. This led to the creation of Google!
7. So keywords allow for Google to identify your site, and backlinks act like references, allowing Google to trust and increase your site's relevance depending on the number and quality of said backlinks. To have good SEO you need both!
8. These search results are called organic listings because they are ever changing depending on people’s daily searches. So, the two components to SEO that relate to these factors are On-Site and Off-Site. On-Site is comprised of keywords that are on your website.
9. The Second key feature of SEO is Off-Site, where you use links to your website in social media, articles, and blogs, and other channels to increase backlinks to your website! Remember – the more legit the backlink, the bigger the impact it has on your sight’s SEO.
10. So now you know how to increase your sights SEO. Go get it!
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Get Off the Beat and Path in Lutenblag
Lutenblag is nestled in between the two peaks of the Great Central Valley.
This bustling, loud, and vibrant capital of the central European continent mixes ancient architecture with modern charm. It also boasts many amazing eateries. There was one that our team really loved, which had amazing soups! We washed it down with a brew that’s popular with the locals: Blag.

Cozy Up by the Fire
Stay the night at Hotel Zlad, a hip boutique space combining Eastern European chic with a touch of avant-garde. Guests rooms feature modern furniture, traditional charm, and jaw-dropping views of nearby scenery.

Drink in the Culture
Be sure to stop by the hip lounge, Club Zlad, a suave oasis nestled in this lively metropolis. It has a great vibe that attracts locals every night of the week. And if you're not a fan of the nightlife, then go for a stroll down the twisting and turning cobblestone streets.
Getting Hungry?
If you're lucky you might find Sprufkil’s Gourmet Hot Dogs, a quaint outpost set on a hillside overlooking a panorama of sea and sand. Walk further along the cobblestone road through green, rolling and meandering fields. You will find a smattering of quaint cafes and eateries tucked in between the hills.

Get Off the Beaten Track
Lutenblag can be an ideal destination if you’re a traveler who’s wary of crowded tourist traps. I hope you enjoy your trip there as much as we did!
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For the Love of Food!
Are you hungry? Me too!
Food is something that everyone enjoys every day. It doesn’t matter who you are, or where you’re from. It’s there on your best and worst days. Some of the most memorable and special times that you experience are gathered around the dining room table. And even on the most monotonous and normal days, it’s still there!
Why I love food!
For me, food has always meant more than just something to satiate my appetite. Food is culture, enjoyment, and exploration. However, food is more than all of that – food is love. And my love of food has come from my mother’s love of feeding me, nourishing me and caring for me.
Another factor that has led me to appreciate and seek out unique and delicious cuisine is travel. My love of travel and food are intertwined and I truly cannot separate them. Not only will I travel to try specific world cuisine, but my perception and memories of travel are shaped by my experience with different foods.
Where you should eat!
When it comes to eating out in Kingston, you will never have a shortage of restaurants to choose from! Whether it’s sushi, fish & chips or traditional Italian, there are always new and exciting options. How many you ask? The second most in Ontario per capita after Windsor!
Where do I go to hear more about delicious food?
If you’re looking for specific recommendations, mouthwatering photos, and tips of the trade, then you need to be following my food and travel blog!
Food is my passion, then think of this blog as my diary! The way in which I express this passion is uniquely intertwined with social media. It’s not just an outlet for me to share meals and experiences that I have enjoyed and would recommend, but it allows me to discover new restaurants and trends that I otherwise would never have been exposed to!
What’s cooking?
Follow my blog and never miss out on a delicious dish full of culture. On that note, I’ve got to go, I’m hungry!
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