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The growth of social media has caused a permanent and dynamic change on college campuses. This work seeks to provide insights into the major stakeholders' opinions of this change, and how those involved can develop social channels to positively benefit from this change. Within a college, social interactions provide many of the details used to determine how different audiences view the decisions made by the college, the forward movement of the college, and the status of both its current students and its alumni. Social interactions are not limited to face-to-face anymore; the importance of the presence of active social media within an organization such as a college has grown hugely to reveal more data about audiences and their motives. In this case, that information provided the ability to personalize social experiences based on data analytics, engagement, and performance to more expressively and effectively target segmented groups.