Here’s two great examples of why social media curation is vital – they pretty much speak for themselves…
Twitter
An enquiry from a student is dealt with almost straight away – leading to, hopefully, a re-enforcement of their belief in the university as a credible organisation.
(Taken from Malmö University’s Twitter)
….in other circumstances that might be too long an answer, but in this case – where the student is concerned – it’s totally appropriate…
…the conversation continues, and what’s really cool here is that by asking questions the admin engages the student….
…and this ties it up really nicely. An initially concerned student is now meeting a member of staff in their own country – can your website or a brochure do that? Don’t think so.
(Taken from Lund University’s Facebook page)
University Usability 
Great example John! Now the student might tell 10 of her friends about her great experience and the goodwill will return back to the university.