With revenue from college football at an unprecedented $3.4 billion annually, universities across the country invest tens of millions each year in recruitment efforts to attract high school athletes to play for their football teams. But with talented players typically receiving scholarship offers from multiple universities, team rosters are in limbo until student athletes commit to a university. However, a new study in the INFORMS journal Decision Analysis shares how social media can provide universities with valuable insight into the decision-making process of their recruits.