When done right, social media is my favorite media to work in. I love that you get to be part of a larger conversation and the work gets real time feedback. And if you come off as a shill or disingenuous, you get hung out to dry. Here, I traveled with Travelocity's Roaming Gnome across college campuses and got big engagement numbers on Instagram and Twitter by giving insider tips about the local communities and having live chats with ESPN's Rece Davis.