Instagram is one of the most widely used social networking sites for college students (Smith & Anderson, 2018). But using a medium because it is popular does not equate to effective use. During 2018-2019, The University of Tampa's Center for Public Speaking performed an 11-month case study to assess our use of Instagram to examine whether it was the right platform for our communication center. We determined it was, and we offer "best practices" to use in the future and suggest other communication centers consider performing case studies of their own to assess their use of social media.