Most communicators are not giving up print or other traditional media. But they recognize that social media has quickly become an important channel for the audiences they want to reach. Social media adds texture and complexity to the marketing mix. To take advantage of social media, it pays to be nimble. Independent schools' communicators generally work in a relatively small community with a flat hierarchy, and they don't need to ask permission or develop an elaborate communications plan to try the latest social media tool. In this article, the author discusses how independent schools are still leading the social media movement and are showing educational institutions of all sizes how to make social media an integral part of an institutional communications strategy.