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.”
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 They could have updated the video that they originally made and post a new one to inspire and excite members about giving to the Kappa Foundation.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.