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If you think "literacy" is too fancy, then just remember to use the word "social" in reasonable proximity to your mention of encoding and decoding skills needed in the mobile and multimedia milieu. It's not just about knowing how. It's about knowing how and knowing who and knowing who knows who knows what.
Myth 2: Students Crave Multimedia and Fancy Design
Students are strongly search dominant and turn to search at the smallest provocation in terms of difficult navigation.
Myth 3: Students Are Enraptured by Social Networking
College students are much more goal-oriented.
At the college level, users make a separation between play and work and don't require websites to entertain them at all times.
students prefer websites that are easy to scan and don't intimidate them with a wall of gray text.
Students are multitaskers who move through websites rapidly, often missing the item they come to find. They're enraptured by social media but reserve it for private conversations and thus visit company sites from search engines.