The nice thing about social
networking is that the basics aren't rocket science, and you can get a lot done
with a little common sense. When you think about it, a frat on any
college campus is a brand in a highly competitive social marketplace. So it
turns out everything I learned about throwing good parties and BBQs finally has
some real life value.
Here’s my list of the 6 Social
Media Lessons I learned from being a part of a fraternity.
1.) Getting noticed is the first step, but it's not enough. You've
got a house, and you want to get cool people to come to your house and party.
Why? Because you want them to tell their friends it's cool and raise the
profile of the frat. Sound familiar? It's just like trying to make a facebook
page popular or create an online community about a brand by finding and
nurturing relationships with key influencers. But that is just the first
step. You need to attract people, but then you need a reason for them to come
back. This means you need to put on a string of events that know people
will keep returning. Similarly in social, there must be enough content and
engagement for them to return. (Otherwise, there’s always another place to try
out, often right next door.)
2.) You have to please the people who show up every week, and really wow
the people who only show up a couple times a year. At a frat, there
are always the non-members of “friends of the house” who are there all the
time. Every week when you do drinks, they'll be there, and then there are
the people who show up just for the giant theme parties. In your
community you'll have the regulars and contributors who become part of your
community, and then there are the masses who show up every once in a while for
a big event or guest post or that mention on digg. If you alienate your core
community you risk losing your biggest supporters, but if you only cater to the
regulars you’ll never grow.
3.) Popularity comes more from die hard friends of the house than the
members. The people who really make a frat popular are the people who
show up every week, not the people who live there. Of course your team is the
heart of your brand, but it's the core followers, fanboys and early adopters
who will really grow your presence and recognition. They are the ones who
talk to their friends and get the message out with more authenticity than an
actual member of the brand team could ever have. They are also the people who liked you before
you were cool
4.) Picking and supporting the right "friends of the house"
is extremely important. The core friends of the house are
effectively brand ambassadors. If they aren't cool they will drop the
popularity of the house. Can we say Ed Hardy douchebags? If they are cool
they make you look better
5.) Popularity of Brothers in activities outside the house helps drive
popularity of the frat. This one seems obvious but it's so often
forgotten. A frat brother who's a star on the football team or in a cool
band makes the house more popular. Likewise if your brand's team has
people with notoriety outside the brand context. Your founder getting
featured on apartment therapy, your chef competing on chopped, anything
positive that happens to someone associated with your brand has a halo effect.
The reverse is also true so keep an eye on your team.
6.) You don't have to be the biggest and most popular house to have an
awesome time, pick your niche. There's a lot to be said in being the
most popular house with a certain segment on campus - you have the various sports frats, the ethnic
frats, the theme houses, the house with the best BBQs, etc. Picking a
niche for your brand and owning it is one of the best ways to grow and preserve
your popularity and get the most vocal supporters who feel a closer connection
with the brand.
