This document discusses how social networks are transforming college marketing, PR, and alumni relations. It provides examples of how then-Senator Barack Obama used social media effectively in his 2008 presidential campaign. It also discusses trends in student social media usage and why networks like Facebook are so popular. The document advocates for colleges to partner with Facebook and leverage Facebook Connect to engage alumni through virtual communities on the platform. It shares examples of how Skidmore College and Ithaca College are using Facebook in these ways.