While most college presidents have mastered many basic tools of the digital environment, such as e-mail, Internet browsing, text messaging, most of them have yet to figure out social media--a glaring omission that remains one of the clearest dividing lines between generations young and old. Though most of them have yet to fully embrace social media personally, they understand that ignoring it would be akin to ignoring the growing power and reach of television in the 1950s. Since today's recent high-school graduates came of age in a digital world, they as leaders in higher education must create opportunities for and with their students through these emerging tools--whether via Facebook, Twitter, or some other means--even if they are not users themselves. According to John Hansen, director of recruitment and retention at Clovis Community College in New Mexico, using social networking allows them to connect, reach out, and build relationships, all of which are vitally important to recruiting and retaining students. Other colleges in the region also use social media to communicate. The world of social media gives colleges a means of finding out more about their students and communities.