The document summarizes the Regional Economic Advancement Coalition's efforts to change negative public perceptions of Baja California through social media engagement. The Coalition aims to mobilize the over 15 million annual visitors to Baja California, many of whom are repeat visitors and would recommend it to others. By building an online community called Go2 Community for "Everything Baja", the Coalition hopes to connect, engage, inform and mobilize these "BAJAmigos" to become advocates through sharing their positive experiences. The goal is to use the power of the hundreds of thousands of voices to restore Baja California's image and position it as an attractive tourism and investment destination.