Likely the most significant and life changing technologies of the 21st Century is the adoption of social media as major components of commercial, entertainment and educational activities. In this article, I overview the supposed benefits of the application of these tools within formal higher education programs. I then discuss the disadvantages and challenges, with a focus on the paradox that accompanies convenience and value in use, with loss of data control. It is likely that we will continue to see both authorized and unauthorized use of data that we have created for both personal and institutional use. I conclude by examining some of the solutions proposed and tested to resolve this challenge. I then overview two possible solutions - the first focused on institutions creating and managing their own social media and the second an emergent technical solution whereby users keep control of their data, while sharing and growing in multiple social contexts.