This qualitative case study used the Technology Acceptance Model as a framework to guide this study of the social media practices of thirteen Community Colleges within the Central Region of California. The problem addressed by this study was that the California Community Colleges are not meeting the goals of Chancellor's Vision for Success to be truly student ready. The purpose of this research was to provide insight as to the social media platforms being used by institutions, how they are used and why, so that institutions may consider the findings to assist them in developing and/or enhancing their student-focused strategies to include social media activities, to assist in meeting the goals of the Vision for Success. Interviews were conducted with seven eligible participants representing 5 of the 13 colleges and data was collected from 13 college websites and respective social media platforms. Thematic analysis from the interviews as well spreadsheet analysis of data from the websites indicated that social media is not a component of institutional goals, and there are no social media strategies. Further, despite the colleges' best efforts, they are ignoring their followers, and are using social media as a self-serving marketing tool rather than as a tool for engagement and relationship building. The recommendations for practice include the need for administrator need training to develop effective social media strategies, and social media practices that truly reflect institutional goals and the needs of the students. The framework of this study is not limited to community colleges and may be expanded upon to include the investigation of social media usage by K-12 institutions, universities, and other training facilities. Future researchers may also choose the framework of this study to investigate independently, or comparatively, different campus departments and groups such as student services, instruction, foundation offices and student government. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]