This document discusses the use of Facebook and Twitter for student engagement and retention. It notes that Facebook started at Harvard University and is now widely used by universities to create online communities for students. Twitter is described as a 21st century virtual water cooler. The document provides advice on how to manage social media platforms by monitoring, responding to students, and asking questions. It also recommends promoting the platforms directly after student enrollment to integrate them into the school community. Benefits mentioned include fewer helpdesk inquiries, immediate feedback, and promoting goodwill.