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If you want the best and the brightest at your college/university, you've got to have a great brand. Especially for an up-and-coming university like Ryerson.
You're absolutely right.
When I was in high school, I probably received at least $1,000 worth of advertising materials from different schools. How much of it was useful to me? Little. How much of that was wasted for the institution that sent it? Much. Facebook has the potential to really change this game as we know it.
My sister's getting ready to apply for colleges in a few months, and she's been getting a bunch of mail too. I'm going to go sift through her stuff to count the number of Facebook mentions. I doubt there are many...