This article discusses how communicating effectively in a new media environment dominated by algorithmically driven social media platforms presents unique challenges to those innovators who need to make their case to wide audiences. Research suggests that the media landscape includes narratives focused on systemic issues related to equity, affordability, outcome variability, and a high degree of uncertainty and skepticism about the value of traditional postsecondary education. Research also suggests that, over the past year, the fastest-growing narratives are driven by anger over costs, debt, and inequities in admissions and access, as well as political polarization. Despite its volatile impact on public discourse, the COVID pandemic environment and current economic downturn present a powerfully important moment of challenge but also of opportunity. Innovators can and should engage social media and make the case forcefully for innovations that will serve today's students better and, at the same time, power an economic recovery that works for all Americans.