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Students like social networks because they can express their opinions, but [the universities] didn’t think they would appreciate them as an institution engaging and responding back to them on channel,

Sales and marketing technology group, RightNow, has published a report on ‘rules of engagement’ for enterprises looking to integrate social media utilities such as Facebook and Twitter into their operations.

“The overriding message I took away from it was: we can’t ignore it. We’re still not quite sure what to do with it, but the ability to understand what’s going on and put it in an actual format was seen as positive.”