• Section: Money Guide - Category: Online Business
• Written by Patrick Sutton

The Value of Social Networking from the Perspective of the University

It shouldn't come as any surprise that the members of the graduating class of 2011 are more technologically savvy than most admissions and recruitment officers. After all, most freshman-age students in the US

r to market on behalf of higher education:

Observation # 1: It's about quality, not quantity. Big numbers attract attention, but the reality is this: As a college or university, you are interested in only a very, very small percentage of that big number. The challenge, of course, is sifting out the small percentage of students and others that are interested in your message in a way that is effective and efficient. So far, no college has cracked the code.

Observation #3: Members are very wary of the encroachment of business into what they define as personal, literally "my," space.

Observation #4: You cannot control content. Colleges love to control the content of their messages. However, on social networking sites they cannot. In fact, many social networks are fueled by member-created content in which members opine, respond, and react to the world around them.

Mr. Sevier's points are valid, but the fact remains

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