I applied to WVU, which doesn't have a very highly ranked MSW program, but does specialize in rural social work and has a great gerentology program, which are my interests. It would also be very inexpensive for me, even if I don't get funding and within WV, WVU is a respected and much-loved institution. If you plan on staying the state in which you attend school, a state school degree can be a sign that you know your population well and are committed to working with them.
Columbia might be a great fit for some students, but I think for a lot of us these private schools would just saddle us with unnecessary debt.