This document discusses best practices for social media management based on Dunkin' Donuts' experience. It outlines that PR professionals are uniquely qualified to lead social media efforts due to similar skill sets. It then provides lessons learned from Dunkin' Donuts' social media program, including celebrating fans, providing engaging content, empowering local brand ambassadors, running contests and promotions, and being responsive to customers. The key takeaways are to celebrate fans, provide entertaining yet authentic content, and focus on customer service to build brand loyalty.