I recently came across a study done by The University of Massachusetts Dartmouth Center for Marketing Research on the adoption rate of social media tactics among colleges. Not surprisingly, colleges are licking their chops at the potential of social media and are engaging in related tactics - especially on the admissions side - in order to lure prospective students. I won't regurgitate the findings, but if you are in the higher education space, it's worth a quick read. It certainly does a good job at answering the study's self-imposed question, "How do you capture the attention of a generation entirely raised on broadband Internet and instant gratification?"
Meet 'em where they're at.