Social chatter and college

Colleges now look at social networks to see everything that applicants and students post. Is this a good thing or bad thing for a student today? students need to be extra cautious about what they post and how they post it. A student may say why they like or don't like a college which could help the school find the best fit applicants for there school. This ability may be good an bad for students. Schools may be more interested in a student when they find out what they post and find out more about them. however, a school my also not like what the student posts and not think they are a good fit to their school. Major creeping or a new way to find good applicants?