Point Park University Media Audit

Point Park University Social Media Audit

Intro 

After reviewing the media accounts associated with Point Park University, I can solidly say that Point Park University as a whole, displayed a very well run, quality driven, content creating feel on all of their platforms. I chose Point Park University, because similar to Duquesne, PPU is a small scale school in a big city. I believe that location and intention are exactly why PPU is successful as a University, and are doing exceptionally well comparatively speaking to a school with their size and financial resources. Their intent was well communicated to their specific target audiences on their main platforms. 

Findings

Instagram - I found their instagram to be very intriguing. Genuinely had a good scroll through, and was captivated by the quality of photos they had displayed representing the university. From a professionalism standpoint, the account looked very formal, inviting and well received as a good university. I will say some of their content did draw the line of “too cliche” and I may have preferred a different choice of imagery for some, but at the end of the day the point and message from the content was well communicated.

Facebook - The Facebook of Point Park University was a parent’s dream. I think they did a very, very good job of taking time to create content specific to Facebook in order to drive engagement with parents and potential students. Their Facebook account did a great job of using videos and individual students to create a family environment of personal stories directly related to Point Park University. These stories typically communicated messages of positivity, encouragement, and success in a field. 

Tik Tok - The university's Tik Tok page was another cool platform. Nothing to blow you away on their Tik Tok account, but it does have a more creative and less formal appeal. The Tik Tokmis clearly run by students and most of the content seems to be submitted by them as well. These students do a decent job of using trends and sounds to better their content. One quality control issue that I did take note of on their tik tok was visual quality. Sometimes when the students are submitting the content to the Tik Tok page, the quality of video can become negatively affected. Consistency across a platform is huge, and that is one thing I would focus on for their media. 

Linked In - This account, rightfully so, compared to their others, was the most formal and simplistic. As they are representing a University, and at the end of the day it is a business, this is the best strategy for their linked in, and I think it is well executed.

Conclusion - Overall, for the majority of all of their content across all platforms, I do believe Point Park University does a good job of catering to their different audiences on each specific platform. Being a small university, the content and quality is not groundbreaking, but it is clear enough to represent Point Park University as a whole in a good manner, while simultaneously portraying support for their university's core focus, liberal arts.

Recommendations 

In the bigger picture, I don’t think I have any recommendations that are groundbreaking to Point Park University and their media accounts. However, I definitely do think there are some small enhancements that could be made throughout all platforms to increase their brand and image. 

First, I would focus on their Facebook. It is their largest pull, and they seem to get good engagement from the older demographics. I would begin by taking advantage of posting more of their Tik Tok and short form videos to their Facebook reels. Secondly, to drive up engagement amongst parents, and to make sure their children are safe, I would create an all inclusive Q & A group / chat room for parents to talk about these ideas. 

Social Care 

Like I previously stated, Point Park does a good job of communicating their message. Especially as a university, they want to be as inclusive and helpful as possible to the community. That being said, Point Park has many similar acts to the one shown above documented across their platforms. Giving back and caring are a big emphasis and are very well depicted on all sites.