As competition for talented high school athletes increases, social media is having a bigger impact in helping prospects stand out with college recruiters. Athletes often put together their top films in one video that they make themselves and post them on social media. For others, their families pay marketing businesses to manage digital promotion efforts. “I think it works for the kids who don’t know how to promote themselves through social media or whose families don’t know how to use social media”, says Margie Cortez, a parent and coach. Another option is going the old school way and pay for recruiting services that can be very pricey.