Get switched on to who is logging on 2

Alongside universities offering more relevant information on their home pages, they also need to get out there on the sites where students actually communicate and engage. Why is it that a university will register a page on Facebook because it is the "in-thing", and then ignore it apart from a once-a-year corporate branding push and removal of any comments?

Nick Jackson, Via www.timeshighereducation.co.uk.