Adweek shares that only a quarter of college and university admissions officers visited the social media sites of prospective students this year, down from 40% in 2015, according to a survey from Kaplan Test Prep. More than half of officers told researchers they don't bother to check social media because more students are using sites such as Snapchat where content is posted only for a limited time and therefore make it impossible for admissions officers to search through past posts. Notably though, students agree that social media searches are acceptable: a separate Kaplan survey of over 900 high school students finds that 70 percent consider social media profiles “fair game” for admissions officers evaluating applicants — an increase from 58 percent in 2014.