One hundred percent of colleges and universities are now adopting "social media" tools to engage students. While strategies and tactics vary per institution, there has been little analysis into the effectiveness of these networks both from the student and institutional perspective. Social Media Managers have been hired and consultants have been giving "best practices" on how to use "free tools," but is all this network chasing really getting us anywhere? In this panel, examples of good and bad social media implementation, and use these as a framework to discuss what a meaningful social media strategy and guidance looks like.