One goal we would like to achieve is to increase social media engagement with members of Kappa by 30 percent. By increasing engagement via social media, we will also increase participation in chapters along with active and alumnae giving to the Kappa Kappa Gamma Foundation. We would also decrease retention of our collegiate members. We believe that the more connected each member feels to the entire organization, the more likely she is to stay involved through the years and represent Kappa in the best possible way.
To achieve this goal, we will ask chapter Public Relations Chairs to encourage members to engage with Kappa Kappa Gamma’s social media accounts and use the hash tag, #kkg1870. We would ask the same of our alumnae groups. We will measure “@ mentions,” RTs and favorites on Twitter, likes, shares and comments on Facebook, comments and likes on our newly created Instagram and views, comments and likes on our YouTube.
One tactic for this strategy could be summarizing blog posts on social media sites. I often do not click on links in Facebook and Twitter posts because I want the quick, easy to read version and then I’ll continue if it piques my interest. My suggestion would be to offer a short summary and key points in the Facebook post, and then post an external blog link. I think informing readers with the time they have is more important than getting more traffic on the website. If a member only has a few seconds to look on Facebook, she should get the idea of what’s going on without having to read a 500-word blog post.
We will track social media engagement as is, and compare engagement after a six-month period. Three months would be too short because the summer months have a bit of a lull since school is out and there aren’t as many activities and meetings going on. If we measure over a six-month period, we are more likely to get a true representative calculation of how successful we were in increasing engagement by 30 percent.