That’s what blogger social media in education guru Brad J. Ward has called the College Prowler scandal, in which the purveyor of college guides was caught impersonating both students and colleges on Facebook in order to mine data and drive traffic to its website.
The story has been widely reported, including in InsideHigherEd. My guess is that there will also be an article in the New York Times, if Brad’s tweets do not mislead (and they never do).
Brad uncovered this scandal, and we all commend him for it. And the story continues to unfold. But make no mistake: this is a wake up call for colleges to pay more attention to social marketing.