This document discusses using blogs and Twitter to engage audiences and promote programs at Babson College. It outlines different content contributor models for blogs, including staff-coordinated, student-owned, and program-specific blogs. It also discusses best practices for blogs like keeping users engaged, editorial processes, and effective titling. For Twitter, it discusses content models, distributing tweets through various channels, and best practices like linking content and interacting with the Twitter community. The key takeaways are to choose an appropriate content model, leverage student-created content, and extend content reach through social media.