"If someone out there decides, even for a fleeting moment, they want to study here and they can't find us, they may well find a fake one. So we have to be aware of it," Brown explains.
Brown says he wrestles with the question of whether social interest translates into student applications or other real-world outcomes.
"The bulk of people aren't applying to the University of Cambridge because we have a good Facebook page," he admits.
However he says stories on social media, like the hip hop research, might help young people from a wider pool of backgrounds feel Cambridge is "a bit more accessible than they did before".
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