Risks of Admissions Marketing on Facebook

Admissions officers are looking for the “silver bullet” to uncover the secret to social networking. But, as this latest controversy illustrates, there is no magic solution in a space whose content is controlled by users, and policed by a community. To be part of the conversation of any social network to the point you can nurture your institution’s brand name, you have to bring value to it first. —  Usher and Reicherter, Inside Higher Ed