Social networking websites have become very popular, with 45% of web users now using these sites. These sites allow users to create profiles, connect with friends, and share content. Colleges can utilize social networking in their college access marketing campaigns by creating an official school profile, posting information and answering questions from prospective students on the site. They can also encourage current students to share details about their experiences on their personal profiles to help recruit new students. Using social media allows colleges to connect directly with their target audience in a space where many high school students spend much of their online time.