In addition to Facebook, Twitter and Instagram, sororities across the country are embracing a new platform to promote their chapters and their activities – Tumblr.     

Tumblr allows users to share anything from text, pictures, music and videos on a customized page. Viewers can scroll through content and even subscribe to pages of interest for updates on new posts.    

For many sororities, Tumblr pages consist mostly of photos. The trend began in spring 2014 when Total Frat Move (TFM) featured one University of Arizona sorority’s page on its website, starting a “Tumblr war” with other sororities at Arizona and Arizona State University who created pages of their own. Not too long after, TFM reported that Tumblr pages at other schools began popping up as a result.    

Erica Sperling, a member of Chi Omega at Arizona, said her chapter made its Tumblr page in part to keep up with the trend and to show potential new members and alumnae what is happening in the chapter.    

“We want to show anyone who visits our page that we are a fun and loving sisterhood,” Sperling said in an email. “We just decided that it was something we felt would work well with our marketing program. It’s not about competition, it’s just about how we can improve as a chapter.”    

At least 12 of Arizona’s 15 Panhellenic sororities have active Tumblr pages. Sperling said although there’s a “fine line” chapters need to be aware of when deciding which images to post, all members of her chapter are featured on the page and are encouraged to submit photos.    

“As long as they're appropriate, we put them up,” she said. “We pick ones that display Chi Omega in the best light.”    

Mark Omlor, a member of Lambda Chi Alpha at the University of Cincinnati, said he became familiar with the Tumblr trend during the summer. He said he supports chapters using this platform to promote themselves.    

“It gives a pleasant glimpse of Greek life from all different parts of the country,” Omlor said in an email. “When executed properly, these pages do an exceptional job of portraying the best image of a given chapter.”    

But are these Tumblr pages depicting an honest portrayal of the sorority chapters?

Indiana University Zeta Beta Tau member, Scott Schmerdz, said although sororities do represent themselves positively on Tumblr, the pages put too much emphasis on appearance, especially when viewed by potential new members. He said women with lower levels of confidence could look at a chapter’s Tumblr and think they’re not good enough to join based on the pictures.   

“It shouldn’t be about looks,” Schmerdz said. “You can’t really tell personality by pictures.”    

Indiana University freshman, Ryan Breslow plans on going through recruitment in January, when the school’s formal recruitment process takes place. She said she has looked at a few chapters’ Tumblrs and that they gave her a good impression of what they were like.    

“I thought it was interesting how they all blended together,” she said of the pages.  

Breslow said, however, that she still doesn’t know enough about all the sororities to get the full picture.    

At IU, 19 of the 22 sororities now have active Tumblr pages, and members of the three chapters that don’t – Alpha Sigma Alpha, Gamma Phi Beta and Pi Beta Phi – said their pages are in the works.    

Stephanie Sommers, Vice President of Campus Relations for IU Alpha Gamma Delta, said a platform like Tumblr is more user-friendly than a simple blog or website.    

“It gives you a better snapshot of the chapter,” she said.    

Although she recognizes the fact that sorority Tumblrs may put too much emphasis on image – which includes practices like featuring only the most attractive women in the chapter - Sommers said she posts any photos that are high-quality and diverse.   

“Every single member of our chapter is valued,” she said. “There’s a place here for everyone and we wanted to show that off. We’re not a cookie-cutter chapter.”   

Whitney Waxler, a freshman at IU, said she only recently heard of the Tumblr trend and began to look at different chapters' pages. She said as an out-of-state student, the Tumblrs - in addition to Instagram accounts and sorority-sponsored philanthropy events - are helping her to learn more about each chapter and become more familiar with IU sorority life.

"I think it's helpful seeing the girls' faces," Waxler said. "It's less intimidating when you meet them (in person)."

Waxler said she especially enjoyed seeing the members' school spirit and pictures taken in other states and countries.

"It could help girls see where they potentially fit in," she said. "I think they're definitely showing what these girls are all about. Not everything is 100 percent true, but I think they're showing what they should be." 

Omlor said he doesn’t think Tumblr pages have a significant impact on recruitment but that they provide another avenue for positive attention to Greek life.   

“I believe this Tumblr trend proves once more that some of the greatest aspects can’t be put into words,” he said. “But then again, every picture is worth a thousand words.”