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Facebook has the potential to be an excellent marketing tool for any higher education institution. Because of its simplistic and widget design you do not need to be a graphic designer to create an impressive presence on Facebook as it doesn’t really allow much wiggle room in this respect. The biggest warning is to not spend too much time attempting to overdo it. It is incredibly easy to get lost in tinkering with add on applications and searching the vast network looking for new friends. I personally feel the best way to use Facebook is as another resource to direct individuals to better branded and targeted information on your main site.

If the content you are trying to share is private — or you are on a private Ning Network — you’ll still be able to share content, but we won’t include thumbnails or text excerpts on Facebook.

The challenge for faculty in all business functions—and all disciplines across higher education for that matter—is staying on top of these changes and knowing what to teach in the classroom. More than ever, we must be life-long learners to stay fresh and understand these tools. From professional networking in learning communities with colleagues across the country, to seminars and conferences and building relationships with local businesses that have expertise in these areas, we have many resources at our disposal. Professors need to lead students by example by knowing the mechanics of social media and showing our students how to use them strategically for the good of their employers.