It’s a given high school students use social media — from Snapchat and Instagram to Twitter and Facebook. However, while kids might be adept at using these platforms, many don’t understand their postings can impact college admissions, both positively and negatively.

The bad

On the negative, offensive postings can hurt an applicant’s admission chances. Kaplan Test Prep surveyed 365 admission officers and found 35 percent check applicants’ social media posts. Of these respondents, 25 percent look "often," which is up from 11 percent last year.

While searches are meant to be a positive effort to learn more about the kids, the search can turn negative if offensive postings are discovered.

Last spring, Harvard pulled 10 acceptances from admitted students because of sexually explicit and/or racist posts made in a private Facebook group chat setting.

Also, among admissions officers who don’t routinely check social media, they said they would look if an offensive post were brought to their attention. Nathan Fuerst, director of admissions at the University of Connecticut, says he has rescinded admission offers due to inappropriate social media posts, including comments that were threatening, bullying, admitting to drug use, or describing criminal activities.

"We've had people who know [the applicant] send something under their name or anonymously, saying, 'We believe you should take a look at this,’” Fuerst explains.

As Yariv Alpher, executive director of research at Kaplan Test Prep, stated: "To be clear, the large majority of admissions officers do not visit applicants' social media sites. However, a meaningful number do, as many note that social media can provide a more authentic and holistic view of applicants beyond the polished applications. And, in fact, past Kaplan surveys have shown that a majority of students themselves consider their social networking sites to be 'fair game' for admissions officers."

As a warning to college applicants, Alpher offers this advice: "College applicants need to be aware of what others can find about them on social networks and make sure it reflects well on them. For better or worse, social media has become an established factor in college admissions, and it's more important than ever for applicants to make wise decisions."

The good

On the other side, social media posts can be used to help applicants in their admission process. Hans Hanson, CEO and founder of CollegeLogic, advises students to be aware of the “brand” they can highlight. “Pay attention to the image that you’re projecting,” Hanson says. “Create the image you desire and build your brand. Work hard to develop it and protect it with every ounce of responsible intention.”

This includes showcasing what value an applicant can add to a college student body by using social media to express their passions, expertise, achievements, and skills. By doing so in a positive way, Hanson advises that students can set themselves apart from their peers.

These positive posts can focus on volunteer work, entrepreneurial efforts, or significant class projects. Or, students can create postings that reinforce their qualifications for the major they are pursuing, such as:

• Photographers and artists posting their work on Instagram and Facebook.
• Drama majors posting reviews of their work.
• Sports management majors uploading thought-out essays on current happenings in the world of sports.
• Applicants to a selective international relations program publishing essays on current events worldwide. 

For military kids in particular, social media offers a great platform to enhance their admission prospects. They can take advantage of social media to create posts emphasizing the traits that set them apart from other applicants. For example, posting photos from their travels on Facebook or Instagram can demonstrate diverse cultural experiences. Or creating blog essays about the obstacles they have faced while PCSing to new cities or about having to adjust to a parent being deployed can reinforce a milkid’s resiliency and adaptability — characteristics that colleges look for in their applicants.

As a final note, students also need to remember that grammar and spelling in social media does reflect on how they are seen. While the occasional acronym is acceptable, if admission officers see consistent use of poor grammar and spelling, they may begin to wonder if the applicant really did write their admission essays.

Many factors contribute into getting admitted to your college of choice, and in this day and age, social media plays a part. But, smart milkids will look at their social media posts and use these platforms to their advantage — while being wise and not posting items that can harm their “brand.”

Tips for getting it right

To help milkids determine whether they should post something, consider Kaplan Test Prep’s “Top five things you should ask yourself before you post:”

Does this post make me look like college material?

When a college admissions officer or the Kiwanis Club’s scholarship committee reads your status update, is it a positive reflection on you?

Would I say this on television?

You are, in effect, broadcasting your personality on your social media accounts, so watch the language, seal up the mug shots, and mind your manners. Period.

Does this post court excessive commenting?

Rethink posts that are likely to trigger a barrage of crazy or controversial comments.

Is this funny? Is it offensive? Does it require too much explanation?

What’s funny to one person can rub someone else the wrong way. If you think you’re going to have to explain or defend your post, it’s probably best to pass.

Does everyone need to read this?

If the answer is no, don’t post. It’s fine to share personal news, but choose your words carefully. What might be intended as inspirational can be interpreted as bragging.