The Department of Tourism and culture of Majalengka Regency uses social media as one of the strategies to increase tourist visits in Majalengka Regency. This study aims to determine how the tactics paid media, earned media, shared media and owned media used Disparbud Majalengka to promote tourist destinations on social media.. The method used in this study is qualitative descriptive. Focus describes the stages of PESO tactics (Paid Media, Earned Media, Shared Media, and Owned Media) from the concept of ROSTIR Regina Luttrell. Data were collected from interviews, observations and literature studies. Data validity techniques using source triangulation. The results showed that, 1) Disparbud Majalengka has not done Media paid tactics due to cost constraints budgeted by the government; 2) Disparbud Majalengka using earned media tactics although not fully done by Disparbud Majalengka; Instagram Facebook 3) Disparbud Majalengka often shares, creates and promotes content created by the team as well as from followers; 4) Disparbud Majalengka owns and maintains official social media among Instagram, Facebook, Youtube and Twitter.
Kata kunci: Social Media, PESO, Majalengka, Disparbud, Tourist Destination