Social Media Final Project Editorial Calendar

For my final project, I am going to cover my sorority Kappa Kappa Gamma and will localize it by focusing in on my chapter at UNM, the Gamma Beta chapter.

 

Week One:

  • A History of Fraternities
  • History of Kappa Kappa Gamma
  • History of Gamma Beta chapter of Kappa Kappa Gamma

Week Two:

  • Philanthropy
  • Programs
  • Chapter organization and member involvement

Week Three:

  • I will come up with more as I write the other posts and figure out how this project is going to work! 🙂
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Social Media Strategy for Kappa Kappa Gamma

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. 

Social Media Audit — Kappa Kappa Gamma

For this week’s blog, I’ve decided to do a social media audit for my sorority, Kappa Kappa Gamma. Kappa was founded in 1870, shortly after the end of the Civil War and before the word “sorority” was even introduced. Kappa is a women’s fraternity founded on the belief that women have the potential to impact the world.

Kappa’s target audience for its Web presence is potential new members of the fraternity, new members, active members, alumnae and members of the media who may need to research Kappa for journalistic reasons. Kappa lists all of its social media outlets on the home page upper right hand corner, or “above the fold.”

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The different social media sites listed are Facebook, Twitter, Pinterest, the Kappa blog, LinkedIn, YouTube and Flickr. The fraternity recently changed its logo and tagline over the summer. The new logo is the modern-looking blue fleur-de-lis and the new tagline is “Aspire to be.” They have done a pretty good job with keeping social media profile photos consistent with the new logo. Only the LinkedIn and Pinterest pages are different; each have the fraternity crest as the photo but different versions on each page.

The only social media site Kappa is not using that I find very surprising is Instagram, especially because college students use Instagram all the time. Almost all of the girls I know in Kappa have an Instagram and I think if Kappa were to start an account, it would be very successful. I have found that Twitter and Instagram seem to be the most popular social media sites with my group of friends.

Strengths the organization has in its social media presence is man power (or woman power, in this case). There are a lot of people on staff to create content and a lot of members they are following or who are constantly sending in content and inspiring further content creation. Weaknesses are that some of the pages don’t get publicized a lot. There are not a lot of recent uploads on the YouTube page and the pages that get updated most often are Facebook and Twitter. I think an easy update to the YouTube would be to publicize that the undergraduate giving challenge deadline is nearing. They could have updated the video that they originally made and post a new one to inspire and excite members about giving to the Kappa Foundation.

Competition that Kappa could have among social media could be with other Greek letter organizations in a “who did it better” sort of way. Unofficial Kappa pages can also be a problem with anonymous accounts that post inappropriate things or just general things that make the fraternity look bad.

So your brand wants to joke about a country’s crisis … ?

Don’t. Just don’t. “There’s no such things as bad PR” .. ? I don’t buy that for a minute.

Firstly, I would like to go ahead and state my opinion on the Kenneth Cole Twitter issue: Whoever sent that tweet, whether it was Kenneth Cole himself or just a representative of the brand, should have known better. If you are doing well enough in your career to work for a brand like Kenneth Cole, you should have enough common sense not to post insensitive tweets. And that’s what it comes down to — the post was entirely insensitive. Kenneth Cole later posted on the Facebook page a very weak apology and many users commented saying how others can’t take a joke and the public doesn’t have a sense of humor — but this isn’t a personal account; this is a brand account. There is no excuse to post without thinking.

That being said, I not only would have apologized to my audience but given a much more sincere apology than they did. I think in the case of the insensitive KitchenAid tweet, their response was spot on. The individual at fault was fired and the apology was genuine. Kenneth Cole’s half-hearted apology didn’t really do much for me. 

My advice to the Kenneth Cole brand for future ventures in social media would be to better train the people they allow to post from their accounts. They hired someone who made a joke about a national uprising where people were being beaten and killed — that was the first issue. They need to hire people with strong ethics who would never even dream of making an insensitive joke then posting it on the Internet for the company’s followers to see. My second piece of advice would be to follow Zappo’s lead and set up a Twitter account for their head honcho to tweet from to lead back to their official Twitter. People may be more interested in a successful person than a successful brand but personality should also come across in the brand’s social media identities as well.

I think this attempt at upping their social media presence would be part of the game plan to rebuild Kenneth Cole’s brand reputation. They would need to prove that they care about crisis situations and I think for their brand to become more philanthropic would greatly improve their image.

Social Media for Homeless Pets

I have been interning for Animal Humane New Mexico since June 2012 and their social media presence has become one of my favorites to keep up with. Working there, I’m naturally an animal lover and a lot of the posts are about pets who have been there for a while who finally found homes, about how we just received a bunch of puppies from another town, or how we just received a huge donation. So it’s always very fun, lighthearted and uplifting to look at the posts from Animal Humane. Plus, I get to see pictures of adorable pets.

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The Facebook page is very bright, with lots of stories, photos and videos. On Twitter, the posts are more like quick updates. They often post about mobile adoption events or post links to Instagram photos or YouTube videos that have been recently uploaded. I don’t think many questions get asked on Twitter so there isn’t much of a need for Twitter conversations but the Facebook page is definitely utilized as a sort of question and answer forum on the posts. The YouTube channel is used to post commercials that have been made, promo videos on specific pets, and as a sort of news update on things going on within Animal Humane.

What I like about Animal Humane’s social media presence is that it’s fun. They’re not afraid to take chances and post silly things a lot with serious, important things. Recently, they posted a link to a parody of a Macklemore song and it was hilarious! They’ve done a great job creating a following within the Albuquerque area. The Facebook page has over 7,000 likes and I think it’s because of the diversity in the posts. It’s not the same things over and over again and they keep it interesting.

I definitely see bits of myself in their branding. I’d like to think of myself as an upbeat, lighthearted person and that’s what I see in their social media. They are also able to keep that same tone strong between social media and traditional advertising. The billboards and local television commercials translate well and are very apparently the same organization that they show on Facebook. I’m grateful I’ve been able to intern there and see what makes a successful social media presence.

You lost me at bread-taker-outer

“Love your family, do what you love and work your face off.” In the Gary Vaynerchuk video, called the Thank You Economy, these are what Vaynerchuk cited as his three secrets to success. On the other end of the spectrum, we have a seemingly classless, condescending character by the name of Peter Shankman who broadly claims social media experts are incapable of writing clear, concise sentences and essentially paints today’s social media expert as a dirty hippie kid who tweeted their way through undergrad.

 

Firstly, I am more inclined to agree with Vaynerchuk’s opinion because he strongly believes in putting his family first. I’m of the same think tank that money is not going to make you happy. Of course, there’s a certain amount that will (i.e. to live above the poverty line) but more isn’t always better. I would rather have a happy life filled with loving people than gold.

 

Secondly, I think if your company is large, you will need someone to stay on top of social media. Social media is something a company is either good at, or it gets completely ignored. And maybe it’s not a single person but a team dedicated to the same brand and goals that works to boost your company ahead through quality engagement. Yes, I know “engagement” is one of those social media buzzwords but bear with me until I find a better descriptor.

 

Shankman lost me with his bread analogy where he basically said if you’re good at social media, you couldn’t possibly be good at anything else that has to do with marketing. Obviously, his article is meant to be condescending but he really loses anyone who thinks social media is worthwhile because he is too harsh and makes too broad of generalizations about the so-called “social media experts.”