Most colleges and universities that launch into social media do so by dipping one toe in the water rather than swan diving into the deep end. And while many people define "social media" as Facebook and perhaps Twitter, the term actually encompasses everything from blogs to photo- and video-sharing sites to LinkedIn to any of dozens of online communities and sites where people share and network. The use of social media is growing, particularly among younger, professional demographic groups who spend a good chunk of their days linked to a number of online tools, both at their desks and on the go via their smartphones and tablet devices. Colleges, universities, and independent schools seem to know at this point that social media tools are the way to go for networking in the future. The question is how to incorporate different aspects of the technology into a cohesive effort that benefits everyone and encourages participation. Experts say the key to making social media work for education is careful thought and planning, rather than willy-nilly racing from site to site to establish a presence and just letting it go as it will. The institutions that have embraced social media say it has been well worth the effort, as they have engaged more prospective students and alumni using platforms that those constituents have already integrated into their personal and professional lives. Schools need to thoroughly consider how the technology will best benefit the institution and develop a concrete strategy.