Facebook, Twitter, and YouTube college/company sites are only as powerful as they are relevant, fresh, and timely. Just because you build it doesn't mean they'll come. Your audience must have a compelling reason to come in the first place, impetus to return, and a motivator to engage. Social media, coupled with the strong marketing dynamics of video, can become an organization's best, most cost-effective, and eco-friendly communication tool. It connects, disseminates, and engages while creating extraordinary opportunities to assess audience perceptions/preferences and create collaboration on a global scale. Gen Yers and beyond expect easy, quick, on-demand communications/conversations that inform, entertain, and emotionally connect. We will explore the latest tools/trends in social media and online video, as well as showcase examples, including viral phenomena. Attendees will learn how to adapt these two "killer apps" for real-world use in communications and recruitment for colleges and employers alike. We'll explore the most up-to-date strategies for keeping content fresh, current, and engaging, as well as provide a quick overview of today's social media landscape and latest advances in video production. We'll review best practices for affordability, flexibility, and effectiveness with tips and tactics to launch/enhance a video and social media initiative.