Not all social-networking tools are created equal. Knowing where alumni are and what they're doing online is key when deciding what social networks to use. Knowing how to address and employ social networking can change the way institutions engage alumni. Social media help institutions connect with alumni; these tools help build, sustain, and even deepen organization's relationships with former students. Social media can reach people who can't be reached any other way. One has to remember that the only way to hit one's target with these networks is to use them.