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The NCAA limits how many phone calls coaches can make to recruits. Text messaging is banned altogether. Social media, meanwhile, is far less regulated.
Coaches can't write on a recruit's Facebook wall or instant message him, but are free to send private messages during contact periods. On Twitter, coaches can't publicly mention recruits, but they are allowed to send direct messages.
As a result, social media messaging has become the en-vogue method of communication between coaches and the players they recruit. Often, recruits even have Facebook and Twitter messages sent directly to their smartphones in the form of a text, one reason why there's an ongoing push to relax the rules on text messaging.