I just watched this excellent keynote by Ben Jones (his M.I.T. admissions blogs got NY Times attention) talking about how Oberlin (where he is now) uses social media for admissions purposes. It's an incredible testimony on how this can be done really well, and I might argue must be done.
This comes on the heels of a wonderful meeting I had at school with my admissions, development, archives, business, marketing, communications and other team members discussing our social media strategy. Tomorrow I meet with our academic leadership from the head of school to the lower school head to the academic dean. The conversations have been wonderful and we've been grappling with what the right use is for us.
Watch this video to see an articulate, clear presentation on the possibilities: