Educational institutions rely on social media to market and increase enrollment for their schools and to interact with prospective students, current students, and alumni. They use both paid and organic social media to stay relevant and responsive to their community. Colleges host a large variety of activities and schools use social media to share news and promote what’s going on across campus to boost morale and engagement. Social media plays a vital role in prospect outreach and retaining the interest of prospects and their parents once a connection has been made. Paid social media can drive audiences to websites and unique landing pages created to reinforce enrollment campaigns. Paid social ads are also effective for spreading awareness to new audiences, generating leads with strong call-to-actions (CTAs), and integrating with and increasing the impact of other marketing channels. Organic social media lets schools get to know their prospective students better and guide students through the enrollment process with shared experiences from students already on campus, leadership from helpful mentors, and invitations to special events. Social media also keeps connections with alumni fresh and involves them in the growth and future of the institution.