Universities are attracting students with coordinated, well-funded social networking campaigns, bringing their campus marketing message to sites such as Facebook without pushing teenagers away with an authoritative approach in an informal environment.

Attendees at the annual InfoComm Conference in Orlando gathered during an EduComm session June 16 analyzing how some universities have caught students' attention on the web sites that have drawn millions of teenagers and young adults in recent years.

Diane C. McDonald, associate director of marketing at Texas A&M University, told the group of educators and IT officials that the campus has transferred about 80 percent of its marketing budget...

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