In order to effectively communicate for your institution, you need to seek out and build relationships with the people who will help shape the future of your institution. And that means taking your message to the communities where your prospects live: social networks.
Established and emerging social media networks give you an opportunity to engage prospects in dialogue rather than just speaking at them. The nature of social media content is temporary, so you can experiment. Have some fun with it.
Don’t be afraid to be a lurker. See what’s happening in the space. Think about what might work best for you. Then create a comprehensive plan and jump in.