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Canadian Association of Professional Sommeliers A Report on its Social Media Presence

Purpose: 

Negativity surrounding the Master Sommelier Americas certification exam which resulted in the stripping of twenty-three member’s titles has required associations everywhere to conduct reviews on their practices and branding. The Board Members of the Canadian Association of Professional Sommeliers(CAPS), have mandated this report to determine the strengths and gaps in their social media presence from which improvements can be proposed. Twenty-three members losing the highest accreditation in the world of wines is a devastating loss to the industry. Enhancements to the CAPS social media presence will assist in restoring trust in the accreditation process and recruiting new members to the profession.

Strengths: 

Upon the initial visit to the Professional Sommeliers of Canada’s website, it was clear that provincial representation of members was recognized, by outlining (via homepage) contributions made by highlighted chapters in their respective provinces. This recognition is key when capitalizing on extending the social media reaches of this association. 

The legitimacy of this association is shown by adding a section on the homepage entitled “News and Activities”. The News and Activities section does a great service to the association by allowing them to showcase their accolades.

The mention of National Sponsors on the homepage ensures future members and visitors to the website, that the Professional Sommeliers of Canada are recognized by other organizations as a reputable organization in their own right. Confirmation of an association’s legitimacy by other groups is one of the highest forms of acclaim.

The Listing of Board Members includes detailed accounts of the majority of the members professional accomplishments. Allowing visitors to view the board members credentials adds credibility to the association. 

Weaknesses:

When searching on Google for the keywords “Canadian Associations," The Canadian Association of Professional Sommeliers was found on the sixth search results page. According to Paul in his YouTube video on Search Engine Optimization (SEO), a company’s presence is most impactful when they are found in the top results, preferably in the first three or four results.  Backlinks to and from other sites is one of the most important factors in SEO, which may have helped this association appear higher up in the search pages. https://www.youtube.com/watch?v=tqg3F-8jBec

The name of the association is The Canadian Association of Professional Sommeliers of Canada (CAPS). The website for the association is actually sommelierscanada.com. The discrepancy between the names of the association and the web address increases difficulty in the search quality and creates confusion as to whether the website and organization are one and the same.

‘The News and Activities’ section on the homepage of the website informs the reader of the association’s accomplishments. However, it provides no links within the body of the paragraphs allowing the reader to obtain more information about the award-winning businesses, sommeliers or wines. In a couple instances, there were links that were not in a ‘http’ format, which would have allowed for interaction. 

  The use of multi-media within the website is lacking. Other than the initial slideshow that introduces the affiliated provinces, there are no videos, interactive content, or audio.

  The webpages are too text-heavy. Even in the presence of many bulleted points, there is still too much read-only content for the reader.  

 The CAPS social media pages (Twitter, Instagram, Facebook) fall short in their ability to showcase the professional image that CAPS wishes to portray. The images are often formulated using an app instead of photographs, and do not present a cohesive image for the organization. See example below 1st image:

  Educational links such as “How to become a sommelier” would be helpful to the reader. Being a profession that appreciates accreditation, one would expect questions in need of answers which could(potentially) lead to an increase in memberships. See example below second image:

 Proposed Improvements:

The addition of past recordings of webinars or events on the home page would inform non-members of what events are offered by CAPS and invite them to become members in attempts to further future participation.

CAPS list its many sponsors and provides links to their websites; however, none of these sponsors provide a reference or link to CAPS from their websites. It is therefore recommended that sponsorship be revisited to ensure that wine consumers can become more knowledgable of CAPS and all offering by the association. Offering an additional perk for sponsors such as a “Winery of the Month” would be an equally beneficial way to build quality backlinks.

CAPS has over 60 listed members on its website with as few as eight of those members following the association on LinkedIn. LinkedIn should be one of the main social media sites the association should target to reach its key audience of professional sommeliers and students. LinkedIn allows for discussions and self promotion amongst peers and for the association to appeal to future sommeliers via online courses.  Occasionally, members of the CAPS association appear as guests on well-known wine podcasts, resulting in opportunities for CAPS to develop its own podcast which would allow for more social media attention by way of ties to their other social media sites. Podcasts would provide an additional platform to which all questions from the public and any updated activity by the association could be addressed.

  It is recommended that CAPS seek to enhance and polish its presence on Instagram, Facebook, and Twitter, potentially through hiring a marketing   company known for revamping tired sites.

LinkedIn has become the top social media site for professionals with 500+ million users globally. Companies and Associations create discussion forums to learn what topics are trending in their industry as well as create online learning opportunities to build their brand as a leader in their industry. 

Given their prevalence on the modern social media scene, it is imperative that CAPS improve its presence on Instagram, Facebook, and Twitter. As it is now, their pages on all these sites lack the professionalism that CAPS wishes to portray. Improving this presence would not only help CAPS’ image in the eyes of the general population, but may also help attract a bigger audience.

Bibliography: ‘Devastating' scandal rocks wine world as 23 master sommeliers stripped of their titles | CBC Radio. (2018, October 11). Retrieved March 25, 2019, from https://www.cbc.ca/radio/asithappens/as-it-happens-the-thursday- edition-1.4858606/devastating-scandal-rocks-wine-world-as-23-master- sommeliers-stripped-of-their-titles-1.4858608.

Five Ways to Build Your Nonprofit Brand's Buzzability. (2014, March 17). Retrieved March 31, 2019, from https://nonprofithub.org/nonprofit-branding/five-ways- build-nonprofit-brands-buzzability/.

MacLean, N. (2019, March 13). What to Ask the Sommelier with Lesley Brown, Canadian Association of Professional Sommeliers. Retrieved March 31, 2019, from https://www.nataliemaclean.com/blog/podcast/what-to-ask-the-sommelier- with-lesley-brown-canadian-association-of-professional-sommeliers/.

Shulman, R. (2017, September 11). This Is How Entrepreneurs, Students And Teachers Can Benefit From LinkedIn Learning. Retrieved March 31, 2019, from 

https://www.forbes.com/sites/robynshulman/2017/09/11/this-is-how- entrepreneurs-students-and-teachers-can-benefit-from-linkedin-learning/ #813499c2ec98.

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An Assessment of the Canadian Association of Professional Sommelier’s Social Media Presence(CAPS)

http://sommelierscanada.com

Created by: Karen Browne PartA/PersonA WRIT240

Strengths:

• Upon the initial visit to the Professional Sommeliers of Canada’s website, it was clear that provincial representation of members was recognized by outlining (via homepage), contributions made by highlighted chapters in their respective provinces. This recognition is key when capitalizing on extending the social media reaches of this association.

• The legitimizing of this association is enhanced by adding a section on the homepage entitled “News and Activities”. The News and Activities section does a great service to the association by allowing them to showcase their accolades.

http://sommelierscanada.com

• The mention of National Sponsors on the homepage ensures future members and visitors to the website, that the Professional Sommeliers of Canada are recognized by other organizations as a reputable organization in their own right. Confirmation of an association’s legitimacy by other groups is one of the highest forms of acclaim.

Weaknesses:

• When searching on Google for the keywords “Canadian Associations”, The Canadian Association of Professional Sommeliers was found on the sixth search results page. According to Paul in his Youtube video on how SEO’s work, a company is most impactful where social media presence is concerned when they are found early on in the results, preferably in the top three or four results. https://www.youtube.com/watch?v=tqg3F-8jBec

• The name of the association is The Canadian Association of Professional Sommeliers of Canada, or Caps. The website for the association is actually sommelierscanada.com . Having the name of the association and the web address as the same or similar, would assist in increasing the search quality and reduce confusion as to whether the website and organization are one and the same.

• The News and Activities section on the homepage does inform the reader of the association’s accomplishments, however, there are no active hyperlinks within the body of the paragraphs which would allow the reader to find out more about the awarding businesses, the sommeliers, or the wines that they were recognized for. In one or two instances, there were links mentioned, but not in the http hyperlink format which would have allowed for “clicking” and activation. Backlinks to and from other sites, is one of the most important factors in Search Engine Optimization which may have helped this association appear higher up in the search pages.

• When searching for social media platforms for this association, it was discovered that the option to share their website with the reader’s multiple social media forums such as Facebook and Twitter was present, but none linking directly to the associations personal pages. This leaves the reader in the awkward position of having to then search for links via social media in search of the association’s social media existence.

The CAPS association does in fact have a Facebook page, a Twitter account, and an Instagram page. 

https://twitter.com/CAPSOntario

https://www.facebook.com/pages/Canadian-Association-Of-Professional-Sommeliers/2167942313276740

https://www.instagram.com/caps.ontario/

WEAKNESSES CONTINUED….

• The last entry to the News and Activities board was July/2018. Keeping the board current and up to date will stimulate interest from current members and general interest from the public as a whole.

• The use of multi-media with the website is lacking. Other than the initial slideshow that introduces the affiliated provinces, there are no videos, interactive content, or audio (from the association’s president for example).

• Obvious educational links such as “How to become a sommelier” are also lacking. Being a profession that requires accreditation, one would expect questions which would lead to a potential increase in their membership numbers. 

• The webpages are too text-heavy. Even in the presence of many bulleted points, there is still too much read-only content for the reader.

Below: example of image showing Certified wine sommelier program offerings.

https://www.canadianfoodandwineinstitute.ca/cfwiprograms/caps-wine-sommelier/ 

First Draft

What is the purpose of the report:

Introduction

There has been some recent negativity surrounding the Master sommelier Americas certification exam, which has resulted in the stripping of 23 member’s titles. Following the alleged leaking of the master sommeliers board exam, the Canadian Association of Professional Sommeliers would benefit greatly by enhancing their social media presence as a whole. This enhancement will assist in restoring the trust in the accreditation process surrounding the profession.

Who is the audience for the report: The audience includes future sommeliers and the establishments which employ them. The report will help to guide the CAPS administrators in a move to increase transparency for both its current and future members, whilst providing a forum for all enquiries to be addressed.

What is the topic of the report: The report will identify any weaknesses with the current presentation of the CAPS website along with a clear path to improve any such weaknesses while making efforts to enhance the obvious strengths.

These such efforts will boost the visitor traffic to all social media platforms. Currently, the visitors of the site are encouraged to share the website content on their personal social media pages, but does not offer links to the CAPS own forums.

What is the expected format of the report:

• The report will discuss findings related to the current placement of the website in search engine results, along with recommendations on how to optimize their search engine presence.

Improvements

• With the odd member of the CAPS association appearing periodically as guests on certain well known wine podcasts, there should be a consideration by the association to broaden their social media presence by increasing their exposure to that media-type. This action would put then in a position to create their own podcast in the future, which would in turn, provide an additional platform to which all questions from the public and any updated activity by the association could be addressed.

References:

1.'Devastating' scandal rocks wine world as 23 master sommeliers stripped of their titles| CBC Radio. (2018, October 11). Retrieved March 25, 2019, from:                                            https://www.cbc.ca/radio/asithappens/asithappensthethursdayedition1.4858606/devastating-scandal-rocks-wineworld-as-23-master-sommeliers-stripped-of-their-titles-1.4858608

2.What to Ask the Sommelier, with Leslie Brown, Canadian Association of Professional Sommeliers. Maclean, N. (March 13, 2019). Retrieved March 31,2019, from: https://www.nataliemaclean.com/blog/podcast/what-to-ask-the-sommelierwith-lesley-brown-canadian-association-of-professional-sommeliers/

3.How to Be a Great Podcast Guest & the Value of Being on a Podcast with Tom Schwab McLellan, D. (September 30th, 2016). Retrieved March 31, 2019, from https://agencymanagementinstitute.com/how-to-be-a-great-podcast-guest/

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My Latest Find

App review time!!!!

This topic is near and dear to me.....sleeeeeep!!!! I have spent many years trying to find the best, most relaxing way to fall asleep. I have tried podcasts, sleep machines, silence, yoga, and many many applications with no success. My latest find is an App called Relax Melodies, found in Apple’s App Store. 

http://www.relaxmelodies.com

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XOXO

The Peruvian chocolate company that broke the mold

Ethical Peruvian chocolate at its absolute best!!

You will feel as if you have died and gone to heaven!!

The day you sample that first morsel of XOXO chocolate, you will undoubtedly have many questions, one being, “how could chocolate be so delicious, and also so affordable?”. Because, in order for you to be able to afford something as amazing as XOXO chocolate created all the way over in Peru, we must have cut some corners! Right? Wrong!!

XOXO chocolate lives in our hearts, and the hearts of the Peruvian farmers who have collaborated with us to bring you the purest of chocolates, made with non-GMO ingredients of the purest variety...… Our many flavours will fill you with the same joy that we feel every time we are reminded of the meticulous nature and fairness surrounding our chocolate production. We have spared nothing in the process that has allowed us to have the cacao harvested, manufactured, and packaged, knowing that we have taken all of the right steps to make sure that everyone involved in our chocolate production has been treated very well, greatly exceeding legal and moral limits.

Chocolates such as ones made by XOXO will not only tantalize your taste buds, but also give you that peace of mind knowing that halfway across the world, there are teams of farmers and chocolatiers who have made the process seem magical and effortless with their only aim being one of immense satisfaction experienced by you: The customer!!

https://camino.ca/producers/family-farmers/south-america/peru

http://thepalladiumgroup.com/research-impact/transforming-peruvian-cocoa-sustainability

http://coopnews.coop/visiting-small-cacao-farmers-in-peru/

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Cuba..

Trip #1 of many!

Let me just start out by saying that I have a real fear of flying! When the plane makes that rumbling sound, or the flight attendants are smiling too widely, or the plane is eerily quiet......I get nervous....very nervous 

So, in order for me to agree to get on a plane, I have to consider my reason for flying in the first place, the length of the flight, and my multiple failed attempts at talking my family and friends into driving 24 hours to Miami and taking a cruise ship.

My second biggest fear, is the thought of having missed out on what our beautiful world has to offer, so many times I take the risk and roll the dice, and one month ago I was glad I did!  Because Cuba is beautiful!!!! And magical!!! And eye-opening!!!

My decision to go to Cuba had a lot to do with the logistics of the flight and people’s schedules, and to be honest, I was just curious as to what a “communist” country was like and what the “horrible” food in Cuba tasted like. Was it like the horrible food that I encounter from time to time at the foodcourt in the local mall?, or was it what gastrointestinal hell sprung from?

I packed Imodium and Gravol and Tylenol and you name it! I was sure that on hour-12 of our 4 night vacation, that I’d be doubled over in excruciating pain with massive regret.....However; this was not the case! Yaaayy. I was sure that if I didn’t die from food poisoning, that I’d succumb to food-boredom, so I packed small Ziploc bags with parmesan cheese, red pepper flakes, salt and pepper, and for some strange reason, oregano. I just want to let you all know that after smuggling these spices into the buffet restaurant at the resort (We stayed at Starfish Varadero https://www.starfishresorts.com/resort/starfish-varadero more on that later), that I only used the spices once. I gave the rest away to a staff member.

I should add a little something about my travel companions. My 73 year old aunt, who insisted on taking a cruise and refusing to fly(but later gave in), my 28 year old niece, who refused to take a cruise and insisted on flying(she never gives in), and her very opinionated 5 year old daughter. I am 45(since I’m outing everyone else ;-)). 

We had agreed on a short trip, just in case things took a turn and we all wanted to come back home, and for the simple fact that I get bored after 4-5 days wherever I go, regardless of how much fun I’m having, so my next few vacations will be short action-packed ones! By the way, Cuba is 3 hours away, so by the time the anxiety kicked in, we had already landed! That flight was rough!. It was like being tossed around like a marble in a tin can( I later found out that there was also smoke coming from the rear washroom), so imagine how excited I was to get back on a plane for my return flight. I guess I could have found myself a Cuban boyfriend and moved there in order to avoid a return flight.

This post is longer than any post I’m willing to read, and all I wanted to do was to let those of you who haven’t been to Cuba, know that the country is vast and steeped in a very rich history, and populated with proud, super intelligent people who have a lot to teach many of us about how enrichment comes from places not involving material things. And for those of you who have been to Cuba, and enjoyed the beautiful beaches, I hope that you have also ventured outside of your resorts and travelled through Havana or Santiago de Cuba or anywhere(for that matter). The people of Cuba will sit with you and discuss their way of life and are interested in how other people live as well. They’re equally as curious. At the end of the day, we’re just people adding to each other’s lives with stories. Revel in the richness! 

I will have to consider this blog post as Blog1/4, because I have much more to say about our 4 days in Cuba........Hasta luego