Social Media Strategy: Recommendations for the Queen’s Journal
Research Report Structure:
1) Preliminary Material
Title of Report: Understanding Social Media Strategy: Growth Inhibitors for the Queen’s Journal
2) Body of the Report
Introduction: include history of the journal (very brief understanding that the audience for the report are members of the journal themselves who are likely aware of the situation.
-highlight items like how the organization is seen as very traditional, not innovative, ground breaking, or fresh. Additionally, the staff are frequently rotating and therefore new students take a hold of the social media accounts and website each year leading to difficulties creating and successfully implementing a growth strategy with consistency over time.
briefly highlight strengths including: -presence on multiple platforms -concise copy -consistency across platforms in branding (types of posts, voice etc. )
-Short 1-2 sentence discussion about the room for improvement they have on all platforms which could, with the right changes, allow them to concentrate efforts on activities which align more strongly with their target audience and increase reach.
Topic Sentence: indicating three main areas for improvement – SEO, engagement, Overall Activity
Analysis 1: Search Engine Optimization
-limited use of hashtags and key words, does not frequently engage with others (tagging posts, replying on twitter etc.), actions do not encourage the creation of backlinks -non-descript hashtags (eg. Only using YGK or QueensU) -all bios use some form of “Founded in 1873” which doesn’t provide enough information on the Journal itself – does not include keywords to find social platforms without searching “The Queen’s Journal” directly
Analysis 2: Engagement with Viewers/Readers
-Copy does not represent a call to action to encourage engagement (questions in posts to engage readers, pointed text) -Does not make use of geo locations on any platforms -Posts represent brand well through consistency but otherwise do not encourage engagement on more than one platform -Engagement causes loyal followers which helps this information appear on their feed more often -No engagement with users (eg. No twitter replies or personality in their posts) -Little to no re-posting/re-tweeting of content from other sources
Analysis 3: Activity on Social Media
-The brand is next to inactive on Instagram and represents inactivity on twitter through the pinned post from nearly 9 months ago -Social icons on their website do not include Instagram at all -All posts on Facebook and Twitter are simply links to articles - could include more variety -Instagram would align best with the target market (University students - gen Z)
Conclusion and Recommendations
-Rephrase top sentence highlighting main points in the body paragraph (SEO, Engagement, Activity Online)
-discussion of most relevant recommendations (ex. Increasing activity on Instagram to align best with their target market).













