Ten years ago, NACAC published a report showing that 61 percent of college admission offices were using social media to recruit prospective students. The authors--and many people in college admission--could see the writing on the wall: Social media was becoming indispensable. One of the study's authors, Nora Ganim Barnes, recently observed, "Social media is omnipresent on the campus. It would surprise me if you found a campus that was not heavily invested in their social media. Enrollments are generally down and competition is fierce. [Ignoring social media] is simply no longer an option." Colleges have gotten on board, wanting to meet students where they are. Barnes also reported finding that 41 percent of school officials "believe they can directly attribute an increase in enrollments to their social media efforts." This article discusses ways admission professionals can leverage social media to influence college choice.