For first-year college students, do their peers’ references to alcohol on social media sites (SMS) influence their own drinking decisions? Given that media can influence behavior, a recent study explored this question by examining how exposure to alcohol-related SMS content during the first six weeks of college impacted alcohol consumption during the second semester. Study participants included first-year college students recruited to participate in a larger study about the transition to college (n=408). Participants completed surveys one month into their fall semester as well as six weeks into their second semester where they self-reported: frequency of checking SMS, frequency of exposure to alcohol-related content posted by peers on SMS, close college friends’ alcohol use, college alcohol beliefs (role of alcohol in the college experience), enhancement drinking motives, perceived drinking norms, and weekly drinking quantity. Statistical analyses revealed that for both first-year college men and women, alcohol exposure on SMS during the first six weeks of college predicted alcohol consumption six months later, even after controlling for drinking by close friends. However, this predictive relationship was much stronger for men than women. In addition, for women, this predictive relationship was fully mediated by college alcohol beliefs and enhancement drinking motives. For men, perceived drinking norms, college alcohol beliefs, and enhancement drinking motives only partially explained the relationship, suggesting additional variables not accounted for in this study likely also contribute. Take Away: this study found evidence that for a sub-group of first-year college students, first semester SMS alcohol exposure predicted second semester drinking. If social media helps facilitate college drinking, the authors pose an idea for prevention specialists to mitigate alcohol-related posts: create a campus campaign to reward college students for posting non-alcohol related content, such as healthy activities that embody the college experience.