Can't help but think this is a round-pegs-square-holes thing

KnowU & MyEdu: Two Approaches to Social Media in Higher Ed
This is not to say that higher education won’t find ways to use social media for instructional purposes. Innovative educators are experimenting with new approaches and some of these strategies will stick, be shared, and ultimately picked up by other educators in time. But at this relatively early stage in its development, the low-hanging fruit of social media for higher education will likely be found in the areas of marketing, building communities and student support.

Read the rest of this article and try to relate this to your own institutions.