For an incoming college student, the first days of school can be daunting. You’re scrambling for answers about everything from financial aid to course selection while navigating an unfamiliar social scene. It’s enough to make you vent on Facebook. Trouble is, your old friends aren’t much help in your new world.

It’s a different story for students arriving at one of 35 colleges with a Schools App for Facebook. Even before setting foot on campus, students can use this customized social...

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