Ah yes, rush season! The best time of the year. Nervous freshmen flood college campuses, eager to meet new people and make the most of their college experience. For some, college is a fresh start and a new opportunity to become the person they want to be. As Greeks, this is our chance to make the best impression, and reel in potential members.
Unfortunately for us, this year will not be the same as years prior. In lieu of COVID-19, many college campuses have shifted their programs to distance learning for the Fall, and in some instances even Spring, semester. The threat of losing an entire semester to replace graduating members puts many chapters in an uncomfortable position, while others are at risk of falling below school standards in terms of membership.
So how do we make up for the lost time? Thankfully, there are solutions that, although not immediate, will help set organizations up for success upon returning to campus.
Online Reputation
Consider this: you plan to take someone out to dinner and you want to make a good impression. You’re hoping to find a restaurant that is reasonably priced, but has good quality food and a nice atmosphere. If you don’t know of a place off the top of your head, what are you to do? Probably jump online and google “restaurants near me” and look at the reviews, right? According to SEOTribunal.com, there are more than 3 million google searches per minute done across the globe.
As the digital age has made this even more impactful than ever before. Having an online presence allows organizations to “meet” their audience long before any face-to-face interaction occurs. Ever heard the saying “you only have one chance to make a good first impression”?
Social Media
Social media is by far the most influential strategy every Greek member and organization has at their disposal. Even prior to the epidemic, 8 out of 10 Americans are on social media, and have an average of 8 different accounts according to the Omnicore Social Media Report. People utilize platforms, such as Facebook, Instagram, Twitter, and LinkedIn, to gain information on a daily basis. These platforms can dictate the success, or failure, of an organization's image.
Let’s go back to that restaurant you want to go out to: your criteria in the example are a reasonable price range, quality food, and a nice atmosphere. It is a fair assumption you will most like use the online menu as a judgement of price and reviews to determine the quality of food and atmosphere. Just like you, Rushees also have criteria they will judge your organization on, and they will use social media and information online to draw conclusions about who your organization is. For example, is this organization highly involved and engaged? Do they seem like a group of people I could see myself being part of? Does the organization have a purpose they are working toward?
Think back to when you were rushing your organization: what made you join your chapter? That is the image you want online. At the end of the day, people join because of the people, not for the t-shirt. So that sharp new Rushee that is ambitious and wants to be involved will be looking for an organization that is already doing the things they are looking for.
Quick Social Media Tips
Be intentional with what you post: this should go without saying, but make sure your image is clean. No booze, no drugs, and nothing you would not want your grandmother to find. Focus on the selling points of the organization: values and what makes you unique.
Post frequently: Social Media Marketer, Entrepreneur, and millionaire Gary V posts more than 100 posts across 8 different social media platforms on a daily basis! Now, I am not saying you should go and spam your friends everyday, but there is value in posting on a regular basis with high quality content.
Unique Content: Pictures, voting polls, videos, and testimonials are all great examples of content to get your target audience to engage with your page. Utilize multiple platforms to target different audiences. Unique content always drives higher activity, and a better reputation.
Don’t forget your audience: not everyone on your page will join, but that's not to say they are not important! Family members, alumni, campus leadership, and even other student run organizations all use social media too, so be sure to include them and post content they will engage with as well.
Be authentic: don’t try to be anything online that you aren’t. People want the truth and will do everything to find the truth. Have fun, be you, and the posts will find the right audience.
Justin Audoin
Marketing Consultant
Chi Chapter Fall ‘13
