The document discusses opportunities for using social media and mobile marketing in graduate program recruitment strategies. It provides examples of how universities can connect with prospective students on platforms like Facebook, YouTube, and LinkedIn by monitoring discussions and responding to questions. It also emphasizes the importance of having a mobile-friendly website as more prospective students access information on their phones. Key recruitment tasks like applying and paying deposits need to be simple on mobile. The document concludes with recommendations to prioritize a mobile-optimized website over separate apps and to engage in ongoing social media participation and monitoring.