South By Sea Audit by Kendall Patterson
Intro
South by Sea is a custom tshirt company that mainly focuses on sorority and fraternity apparel. This company has been around since 2011 and I am proud to say that I work for them as a campus manager. What a campus manager does is they basically reach out to the sororities/fraternities on campus and help plan and design tshirts for them. I have had this job since October and have had so much fun designing t-shirts for not only my sorority but other organizations on campus.
While looking at South By Sea’s social media I have found that they mainly stick to Instagram, Tiktok, and Pinterest. Their instagram has the most followers with about 26,000 but their pinterest is the only one verified. Instagram is really good at showing what the company is all about. All the pictures are sorority girls wearing their custom apparel or unique designs that you can buy. They have a linktre.ee in the bio which is just a link to a bunch of other sites including their Tiktok, Pinterest and min site. It is organized, easy to navigate,and pretty self explanatory. The only issue I have found is that the engagement is not that strong. For having 26,000 followers they don't get that many comments on posts and don't get as many likes as you think they would. The algorithm of instagram hasn’t been great recently so that might be that issue but other than that i think they should find a way to get more engagement. I have found that each campus that has a south by sea campus manager has its own separate South By Sea instagram account for just that university. This is a great idea so the people that run accounts can follow the organizations on campus and can be more engaging.
As i stated before they are verified on Pinterest and have 12,000 followers and 1.4 million monthly viewers. Pinterest is a place where people get inspiration so I can see why South By Sea is more popular on this app. I am constantly searching for design/style inspo and South By Sea is a clothing company so their engagement is definitely a lot stronger on Pinterest.
Tiktok
The last account they use a lot is titkok. Tiktok is a place where it is not easy to go viral but it can happen more easily than other apps. Although they only have a little over 2000 followers they seem to be very active and have pretty good content. To me it looks like Tiktok is the only account run by the company's campus managers.
Overall the company is very active on all their socials. They have a decent engagement rate and know how to catch their audience's eye. They don't have a twitter or facebook account but i feel like that makes sense because their audience are people between the ages of 18-22 and i feel like those apps aren;t as popular especially with a t-shirt company. My only goal for this company is to get more engagement on instagram. Although they have a ton of followers it seems like their viewers aren't liking or commenting on the posts. The companies social media as a whole though is great at promoting their products.