From the first email composed and sent in 1971 to the creation of Facebook in 1994, online communication strategies in higher education have changed tremendously (Bennett, 2013) . More and more social channels exist to reach increasingly diverse and widespread populations, and the vast array of Internet-based tools continues to grow (Cruz, 2012). Social media have evolved into networks of knowledgeable people, working across time and space to make informed decisions and solve complex problems (Bingham & Conner, 2010). Facebook, Twitter, MySpace, YouTube, blogs, and forums are all examples of social media tools that provide ways to interact with other people online and form long- or short-term relationships (Fouts, 2009). According to a study conducted at Hardin-Simmons University, 92% of universities use social media in conjunction with their official websites (Greenwood, 2012). To keep pace with changing demographics of students, employees, alumni and other constituencies, higher education leaders must readjust traditional marketing strategies and communications approaches through the use of social media. The need for marketing in higher education has become increasingly relevant due to increased competition among colleges and universities for students, faculty, staff, and financial support (Harrison-Walker 2009). Harrison-Walker (2009) attributes this trend to the decline in first-generation college students, forcing institutions to become more competitive in the buyer's market (103). The advent of social media has brought about a fundamental shift in marketing. Social media has the power to extend a brand campaign by increasing awareness into an almost unlimited and unrestricted domain (2009). Marketing through associates...... middle of paper......s for SocialMedia Engagement. Cupertino, CA: Felice About.info.Greenwood, G. (2012). Examining the Presence of Social Media on University Web Sites.Journal of College Admission, (216), 24-2Grensing-Pophal, L. (2010). The new guidelines on social media. Information Today, 27(3),1-47.Harrison-Walker, L. (2009). Strategic positioning in higher education. Academy Of EducationalLeadership Journal, 13(1), 103-111.Kelly, M. (2012). Minimize risk from social media. Educational Journal, (139), 5.O'Donovan, E. (2012). Social media: Guidelines for school administrators. District Administration, 48(7), 34-36. Martin, J., & Samels, J. E. (2012). Beyond Facebook: What will happen to social media in higher education. University Economics, 15(1), 12.McDonald, F. (2009). Five steps to develop a powerful social networking strategy. (cover story). University affairs, 12(5), 43-46.