I wouldn’t be surprised to learn that you’ve got plans this summer to upgrade, refurbish, or otherwise get your web site and other social media tools in fighting trim.

But I also wouldn’t be surprised – I bet you wouldn’t be either – if all that preparation happened in early August.

My encouragement today is to push that effort up. You may not know what teaching series you can promote or every event you can list. But all summer, you have the chance to use your site to draw and inform incoming freshmen (and their parents!). Your present students and alumni can point younger friends to whatever “landing page” you offer. Any stream of students coming to campus for orientation can hear about it. People can start following you on Twitter, Instagram, etc., and even sign up for early events.

But only if you have content ready for that purpose. Maybe your site simply recaps last year and offers a New School Year Preview; that would be fantastic. In fact, you might need to temporarily design your sites and other media around the specific audience that’s most likely to see them this summer.

But if all people see is advertising for a message series “Coming in April 2014” or your Finals Week gathering, you’re missing an opportunity.