This white paper reports on findings from the fifth survey of social media in advancement, conducted by CASE, Huron Education and mStoner. Nearly 2,000 respondents provided feedback on the tools they are using, how they use them, which are most successful, and how to measure return on investment. This year the authors focused on three key questions: (1) How much, and in what ways, have leaders established a presence on social media? (2) What channels are most commonly used--and most successful--for meeting advancement goals? and (3) How are institutions using social media in fundraising and stewardship? In this report, they review their findings and explore some characteristics of institutions that are particularly successful in their use of social media for advancement. Three appendices are included: (1) Process, Demographics, and Other Survey Details; (2) Hail to the Tweeps: College and University Presidents Take to Social Media (Michael Stoner); and (3) Profiles of Social CEOs. [For the fourth annual survey report, see ED571321.]