This document discusses using social media to connect with students, prospects, and alumni. It recommends having a clear strategy and using tools like Facebook, blogs, discussion boards, Twitter, YouTube, Flickr, and LinkedIn. Specific strategies are outlined, such as responding quickly to discussion boards to engage students and using LinkedIn to help students build careers and the institution find alumni mentors. It emphasizes having a strategy for each tool and respecting users' time to build an engaged online community.