Abstract
The arrival of the millennial generation, combined with the (r)evolution of marketing and public relations, requires us to rethink the basic tenets to recruiting and retaining students. The social Web is here. Mass media is being replaced with my media. Dialogue has replaced monologue. The conversation is the message. Communities dominate brands. It’s time to join the conversation.
This presentation will provide an in-depth look at how higher educational institutions can leverage the full power and potential of social media. In addition to examining the many advantages of social media and an analysis of the current tools available, strategies and tactics will be provided to reach institutional objectives and mitigate risk.