This document provides guidance on using social media in higher education. It defines social media as internet-based tools for sharing and discussing information between people. Social media allows for direct conversation with customers and stakeholders. The top 3 social media platforms are Facebook, LinkedIn, and Twitter. Facebook and LinkedIn users primarily engage daily or weekly, while Twitter users engage daily or weekly with a larger portion engaging less often. The document provides tips for using different platforms, including keeping posts short and visual, asking questions on Facebook, being informative on LinkedIn, and being brief and clever on Twitter. It also provides examples of organic and paid social media campaigns and lessons learned around advertising and driving traffic to websites.