This document discusses how schools can use social media to engage constituents and market the school. It outlines several social media platforms like Facebook, Twitter, Flickr and YouTube and how schools can use them to connect with alumni, admissions inquiries, affinity groups and more. The document recommends building excitement through social media and deepening commitment by informing and engaging users. It also provides tips on syncing social media with a school's website, such as using share buttons and redirect pages, to encourage users to engage on both platforms.