Pi Sigma Epsilon - Social Media Audit
Background
As the VP of Marketing for Pi Sigma Epsilon here at Duquesne, I felt that this account would be perfect for this assignment. Pi Sigma Epsilon, or PSE, is a co-ed professional business fraternity with an emphasis in sales, marketing, and management. While PSE is an organization operated through the School of Business, it is open to students of any major who want to pursue a career in marketing and management or just want to take part in professional development. I was elected as VP of Marketing in late November and officially transitioned into my role in late December/early January. This role consists of graphic design and photography as well as actively posting on the account. I work closely with Cooper, our VP of Public Relations to operate the account to create engaging content and spread awareness of our organization.
Data Findings
The PSE Instagram is a business-style account, which allows those with log-in access to view the “professional dashboard” offered by Instagram. This is where I was able to find a lot of the backend data for this assignment, which also reflects the hard work that we have done to rebrand ourselves as a professional organization both at Duquesne and amongst other PSE chapters nationwide.
As of February 13, the account has 379 followers, 287 followed accounts, and 174 posts. The first post was on January 11, 2015 and the most recent took place on February 13, 2023. Instagram’s professional dashboard allowed me to see the analytical side of things, ranging from the last 30 days to up to 90 days in the past. For this assignment, I decided to do the last 30 days considering my term as VP of Marketing only officially began at that time.
Out of the 174 total posts, 18 posts alone were generated by either myself or Cooper since the election and transition period. The last 30 days (January 14-February 13) consisted of 875 accounts reached – 672 of those accounts were non-followers – which correlates with our spring recruitment campaign which primarily ran from January 23-27 and is officially ending on February 15. The 875 visits resulted in a 77.4% increase in traffic to the account since the last 30 day period, which was between December 15-January 13. There have also been 1,175 profile visits — a 370% increase — and 11,427 impressions — a 444% increase — since the last data collection range.
Spring recruitment brought us 14 (and hopefully more!) new members for this semester’s pledge class, which resulted in a 5.8% increase in our following. Our primary demographic is college-aged students ranging in ages 18-24, with 65.6% of our followers being women and the remaining 34.3% being men. I firmly believe that a majority of our following comes from current members and other students in the Palumbo-Donahue School of Business and the McAnulty College of Liberal Arts, as well as other PSE chapters and professional organizations and companies in Pittsburgh and beyond.
These are some of the graphics that I have created, both for the regular feed and for the stories, since I have taken over as VP of Marketing.
Social Care
One of the main recommendations that I have heard from the outgoing executive board is to maintain a stronger social media presence than what has been done in the past. PSE is the smaller of the two professional business fraternities on campus, the other being Delta Sigma Pi. A lack of activity in the past led to less successful recruitments in the past. One of our concerns as the new executive board is finding an underclassmen to join the board as soon as possible as the entire board is either graduating in the fall or next spring, so without having someone serve on exec for a minimum of one semester, we would not have a rising president and our fraternity would be in trouble. While our recruitment is coming to an end for spring, I hope to increase our social presence and membership for fall 2023 and beyond through a more consistent posting regimen that shows our accomplishments, brotherhood, and overall chapter growth.