Social media is a tricky challenge to tackle. You have to define your voice, extend your branding, be personal yet professional and be on top of engagement on multiple platforms. There are few brands that do it well, and while you need to be unique to your company, it’s important to study brands that are successful in social media. Here are three brands that own the social media game:

Expedia—Tip number one: harness what your company is best at and broadcast it. This is exactly what Expedia does on Instagram. Their company runs on people’s wanderlust, so they travel the world finding beautiful and compelling photographs to share on the best photography platform. With 29,000 followers, they don’t seem to be slowing down.

GoPro—Since GoPro’s product is a video camera for extreme sports, it only makes sense they use YouTube for most of their social media. They team up with extreme sports athletes to create inventive and inspiring videos. GoPro rules the YouTube game with more than 3 million followers and over 100,000 views per video.

Starbucks—Tumblr is one of the most underrated, but fastest growing social media platforms. Starbucks saw this and went after their demographic with an engaging Pumpkin Spice Latte promotion campaign on Tumblr. Starbucks creates a personalized experience on social media by interacting one-on-one with their audience and creates shareable GIFs.