Are colleges and universities doing enough to take advantage of Web 2.0 and social networking tools in their recruitment and retention efforts? "Not even close," says Sam Richard, a 23-year-old junior in the College of Public Programs at Arizona State University in Phoenix. Richard is one of six students in ASU's Student Ambassadors for Recruitment (StAR) program who writes a blog, answers e-mail from students, and communicates using students' Facebook pages. He points out that too many schools are still relying on the traditional recruiting practice of setting up a card table and a banner in a high school gym. Although most schools' recruitment efforts are now more technologically sophisticated than Richard's description of card table and banner, studies by the National Research Center for College & University Admissions suggest that most universities are still quite cautious in their approach to Web 2.0 tools. In this article, the author discusses the use of Web 2.0 for student recruitment and retention.