This document summarizes best practices for using social media. It provides several case studies of successful social media campaigns including: - Curators of Sweden which promoted Sweden through user-generated content on Instagram - True Greece which addressed negative perceptions of Greece through video testimonials, articles, and social media engagement - Is Japan Cool? which sought to rebrand Japan's image abroad - This is Athens which promoted Athens tourism through video - WeWalkLA which showcased Los Angeles neighborhoods on Instagram It concludes by highlighting additional campaigns for Slovenia, life coaching, and tourism in New Zealand.