With more than 45 million fans on Facebook and 86 million followers on Instagram, National Geographic is one of the top non-celebrity brands in the social sphere. If you're following Nat Geo on any of their channels, you already understand why. Their photos and videos are stunning and their storytelling is top notch.

Behind the scenes, National Geographic's social strategy is based on four core guiding principles, as we learned from Annabelle Canwell (National Geographic's SVP of travel partnerships) at the recent ITB Berlin travel conference in Germany. Let's take a look at the lessons these principles hold for any brand trying to build a strong presence on social…

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