In my experience it’s the rare teen that has not used Snapchat. It’s gotten a lot of buzz for its salacious uses, but there institutions using it for noble purposes, http://time.com/36307/snapchat-grows-up-how-college-officials-are-using-the-app/
But I look at all these tools as channels. Just like TV commercials are likely on many different channels, a modern marketing strategy has to be on multiple channels.
So we have to be on FB, Twitter, Instagram, Snapchat, Voxer, Yik Yak, Vine et al. There are tools where you can send a msg via these different channels from one interface. So a TSCN intern or strategic comms director can run the program from a central office.
We can make our own private app, which a kid can make easy enough. We can also think of TSCN TV (via a YouTube channel) and/or TSCN Radio (via a Internet radio station, e.g., http://www.radionomy.com/. In our case we have the schools’ daily news show, which is a cross btwn community access TV, Saturday Night Live, and MacNeil/Lehrer. This draws in students that are not so much into science as they are into communications and broadcast arts.
So a central comms director can be supported by someone responsible for marketing communications at each site.
To be sure, social media marketing to teens has some fast moving appendages, but the body sloths along much more slowly. And content is king, no matter what channel we use, we have to have regularly delivered, good content.