Current, traditional-aged prospective college students are undergoing their college-going decision process in a "constantly connected" world. The purpose of this research was to explore and better understand how peer influence through social media may be influencing the decisions that current traditional-aged prospective college students make during their college-going decision-making process. This was an action research study with two cycles of data collection and analysis. In Cycle 1, current, traditional-aged prospective students and two college student content creators were interviewed about their college admissions experience with social media. Social media posts were also analyzed in a document review. Cycle 2 consisted of an action step to develop an influencer marketing playbook by collaborating with current college students and admissions staff at a private institution located in New England with global name recognition. Findings included the authentic content as an influence, the opportunity for direct student-to-prospective student personal connections, and the importance of leveraging current college students as allies in outreach strategy initiatives. Implications for the organization included next steps to implement the strategy developed in the action step. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]