College or university crisis situations can come at any moment. Sometimes, such as with a weather emergency, there is time to plan and take precautions. Other situations, such as campus shootings, can come without warning. With over 4,400 colleges and universities in the U.S. serving 20 million students, emergency situations are inevitable. North Carolina colleges and universities have managed several emergency situations in recent years. Various media, including email, web updates, and social media played an important role for providing official university communications. This study examines the actual and potential use of social media among North Carolina’s institutions of higher education during emergency situations. The study examines how communications professionals at 16 public and 35 private baccalaureate institutions use and perceive various communication methods, including social media, during crisis situations. Study findings are highly relevant to all colleges and universities. This study is also significant because it enhances an understanding of the potential and actual use of social media among institutions of higher education during crisis situations.