As there is a paucity of research in the creation of a social media marketing framework for higher education administration and marketing managers. This study sought to create a framework for higher education and the use of social media in current recruitment strategies. Through the lens of current, successful business marketing models, this study attempted to gage the current role of Facebook social media marketing in higher education admissions. Utilizing a mixed method approach, 75 marketing and admissions managers were purposefully selected to participate in an online survey and were asked to opt-in for a follow-up interview. From the subsequent pool, 10 participants were purposefully selected to participate in the follow-up interviews. This research identified that while the majority of the participants indicated that they did not think Facebook was a viable tool for new student recruitment, the majority of institutions still planned on using it in the future. Additionally, only 8% of participants indicated that they used a combination of analytics and enrollment numbers to track the success of recruitment strategies. It is the hope that a similar business marketing framework can be developed for the specific needs of higher education. The purpose of this study was to explore the initial expectations, subsequent reactions, future usage intentions, and recommendations for effective communication from marketing managers and admissions staff in relation to using Facebook social media as a recruiting tool for admissions. [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.]