What does this mean?

This is excerpted from an article that was written on September 26, 2007.

Web 2.0 Oral Roberts University (OK)
by Jeremy Burton, Director of Public Relations

Anyone who has a computer knows that Web 2.0 has made a huge impact on the world. That impact is very noticeable on college campuses, and Oral Roberts University is no exception.

People interested in ORU are no longer just looking at our Web site. They are cruising Wikipedia, Facebook, and blog sites to see what candid information is out there. ORU, like every other school has information posted all over the Web by a variety of individuals....

Students who are active participants of some of these sites are representing the university, though not officially. We have students who love to keep up their Facebook profile and post videos on You Tube. One student told me, "I know lots of people who have come to ORU because of my You Tube page." I believe him....

The big downfall in using third-party social networking sites for official university communications is that you have no control over what advertising is on the site and you have little control over the features. We saw the usefulness of social networking, but did not want the potential baggage that came along with it, so ORU decided to create its own in-house social network....

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