As social media evolves, some students may be self-sabotaging their chances to attend college.
In the early 2000s, social media was in its infancy, with platforms like MySpace and early Facebook serving primarily as personal networking tools with limited reach and impact.
College admissions officers rarely considered applicants' online presence, focusing instead on traditional metrics such as grades, test scores and essays.
Today, however, the social media landscape has shifted dramatically.
With the rise of platforms such as Instagram, TikTok and X (formerly Twitter), a student’s digital footprint can significantly influence college admission decisions.
Colleges now sometimes review applicants' social media to gain additional insight into character, values and behavior, making online presence a potentially powerful tool — or liability — in the admissions process.
As college admissions become more competitive, students are learning that their social media presence can carry just as much weight as their GPA or SAT scores.
From questionable posts to online activism, admissions officers are increasingly turning to platforms like Instagram and TikTok to get a complete picture of applicants, raising new questions about digital footprints and personal branding.
“It’s important that you don’t put anything on social media that you wouldn’t want your family, recruiters, college or employer to see," said Micaleah Parker, Bradley Central High School’s college counselor.
She also tells students, “Use it to portray yourself to a future college.”
It is one thing to post memories with friends, but another to post something risky, possibly ruining one’s chances at getting into their dream school.
“We’ve done a better job to prevent students from using social media in a negative way," she said.
Parker strongly encourages students to always think before they post and always be cautious of what they may repost as well.
Lee University’s college admissions director, Jeff Salyer, said, “Social media is becoming an increasingly important part of the admissions process."
“While it’s not something we actively seek out, if an applicant's profile is brought to our attention — positively or negatively — it can influence how we view their candidacy," he said.
Salyer explained that posts reflecting leadership, community service, or creative projects can reinforce a strong application, while inappropriate content can raise concerns about judgment or maturity.
“We understand students are human,” he said. “But when social media content contradicts the values a student presents in their application, it’s hard to ignore.”
Getting into college may feel like the finish line, but it’s just the beginning, especially when it comes to how students manage their online presence.
Social media surveillance doesn’t end once the acceptance letter arrives; in fact, it often intensifies.
For students who plan to “rush” or join a sorority or fraternity, their social media accounts are under just as much — if not more — examination.
Many chapters employ AI-driven tools like Ferretly to analyze potential new members' (PNMs) online presence, identifying content that may pose reputational risks or conflict with organizational standards .
At institutions such as the University of Alabama, the phenomenon of "RushTok" has transformed recruitment into a public spectacle, with hashtags like #BamaRush and #RushTok amassing billions of views on TikTok.
This heightened visibility prompts PNMs to meticulously curate their social media feeds, often months in advance, to present themselves favorably.
Sororities may form committees dedicated to reviewing applicants' online content, seeking to identify shared interests and potential red flags.
While this digital vetting process aids organizations in selecting candidates who fit their community, it also raises concerns about authenticity and the potential for social media personas to overshadow genuine personal connections during recruitment .
In today’s digital age, social media plays a bigger role in college admissions than many students realize. What applicants post online can either strengthen their application or raise red flags that hurt their chances.
As more admissions officers turn to social platforms for additional insight, students must be mindful of their online presence and the message it sends.
By using social media responsibly and positively, applicants can present a well-rounded image that aligns with their academic and personal goals.
Ultimately, a thoughtful digital footprint can support — not sabotage — the path to college success.
