Communicating with prospective students has undergone a profound transformation in the past ten years. Campus marketing--like marketing for any organization--had to adapt first to the Internet and e-mail and now to new social media formats like social networking and blogging. A recent survey of 1,000 college-bound seniors, however, shows that prospective students not only value quality content, they are willing to read a great deal of the most valuable content on college Web sites. In addition, the majority of students said that if a college's Web site content did not meet their expectations, they would be disappointed or even consider dropping that college from their search. This report will explore what these college-bound students revealed about their online expectations, preferences, and behaviors. These students detailed what they felt about the content, organization, and look of college Web sites, and how much those elements factor into their enrollment decisions. (Contains 3 footnotes.) [Funding for this paper was provided by James Tower.]