As the market for online communications evolves, it's hard to blame college administrators for feeling a bit deluged. Gone are the days of traditional media, where communications professionals relied on newspapers and print and radio advertising to recruit students and tell their stories. With more students embracing technology today--particularly social media--leaders face the challenge of migrating alongside their constituents, or risk losing touch. That doesn't mean colleges must embrace every incarnation of online outreach. But it does suggest that public information officers and others need to consider the current landscape and choose carefully those approaches that best meet the needs of their colleges and constituents. The author concludes that each institution will adapt to the fundamental needs of its region. That's what makes community colleges unique within public higher education. It really is about the needs of each key constituency and each individual student. In the end, we will likely find our way by allowing our communities to lead, migrating with them, and evolving our operations and strategies to suit their needs.