Social media contests can increase brand engagement and fan base. Basic sweepstakes with low barriers to entry work well for new users or those without large existing audiences. User-generated content contests that allow participants to upload personal content invest them in the brand and tap into the human desire to compete. Facebook allows quick testing of contests and marketing campaigns to gauge response before a full launch. Contests should be part of a comprehensive social media strategy to fully leverage their benefits of increasing fan numbers, deepening customer connections, providing opportunities for recognition, and naturally engaging participants.