This article examines the image created by the United States of America in the Hashemite Kingdom of Jordan by social media applying such media platforms as Instagram, Facebook and Twitter. To reveal distinguishing features of the U.S. approach to promoting its brand in social media in Jordan the article is grounded on the comparative analysis of the United States and Russian approaches to self-positioning in digital environment. This allows emphasizing particular policy of the United States to promote and popularize its image in the Kingdom. Jordan ranks sixth among countries in the Middle East and North Africa in terms of Internet penetration and dissemination within the country. This factor encourages the United States to apply social media to promote its image in Jordan. Authors come to a conclusion that digital model of “integration into local community”, applied by the United States in Jordan is very effective in terms of statistical analysis of social media indicators, engagement of citizens of the host country and promotion of national brand.