Considering the increasing integration of social networks into everyday life, this thesis focuses on their importance in the context of tourism, especially in the promotion and management of the reputation of tourist destinations. Analyzing the role of social networks, the paper investigates how platforms such as Facebook, Instagram, Twitter and TikTok influence the perception and attractiveness of tourist locations. The paper studies the specific mechanisms through which social networks contribute to shaping public opinion and attracting visitors, emphasizing the importance of interactivity, quick availability of information and sharing of user experiences. The focus of the work lies on the identification of key success factors for the online promotion of destinations, with the consideration of case studies of destinations that have successfully used these platforms, but also those that have encountered challenges. Through a detailed analysis, the paper explains how the strategic use of social networks can have a positive impact on the tourism industry, enabling destinations to improve their visibility and reputation globally. The paper also proposes guidelines for optimizing the use of social networks, emphasizing the importance of a customized and targeted approach in communication with potential tourists.