It wasn't long ago that an institution's primary social media options were Facebook and Twitter. Then, colleges and universities began diving into social media even if they didn't quite yet know what they should be trying to accomplish with these new channels. Now, as new platforms continually emerge, knowing when it's time to invest institutional resources in a new social channel is not a clear-cut decision. In deciding whether to take on another social media channel, try looking at the issue another way. Rather than wondering how it may distract from one's other efforts, ask how it can add to them. It can feel risky to bet one's time and resources on something that didn't exist yesterday. However, not investing in social media today can make one's institution less relevant tomorrow.