Chi o and dirty rushing

What are the thoughts/rules about contacting PNM’s on social media before recruitment begins? Several houses are already following/contacting incoming freshmen PNMs on Insta including (but not limited to) Chi o. (big part of chi o’s playbook last year too; a little shady). Whether your house needs to/is resorting to such tactics is a choice, but just keep in mind that if any are, then all houses should be doing the same to level the playing field. Otherwise, it goes against the whole spirit of what recruitment is supposed to be about, which is NOT influencing recruits before it begins.