5 Key Roles of Social Media in Brand Establishment

The key role of social media in the brand establishment is well documented by now. The type and volume of information available online about a brand or product have no rival that can compare. Not only is it possible to get a sense of how the world views your company, but it’s also possible to find potential leads on how you can update your company’s social media marketing strategies, which might help boost their sales.

However, trying to merely keep up with what’s currently happening in social media may leave you a few steps behind or lost in the fray. This post will identify some ways that marketers are using social media today, so your promotion strategies don’t become obsolete as soon as they launch them on the web.

Creating Brand Awareness

The way that social media has changed the way that consumers interact with brands is partly responsible for the current market and economic problems. However, as social media has become a prominent place for businesses to advertise their products and services, consumers are starting to favour well-known brands over ones that they do not recognize.

This results in the business cycle returning to its original form. That is the challenge that companies will now face. One method for overcoming this challenge is through the use of social media for building brand awareness.

This can be done by focusing marketing campaigns on attracting new customers who have not previously been familiar with the company or product line through interactive games and contests where loyal customers will share information about your brand with their Instagram, Twitter or Facebook friends. The goal of these activities should be participation rather than just promotion.

Increasing the Reach of Marketing Campaigns

This is one of the most significant ways that social media can be used to promote your brand. Companies are using social media to increase their advertising reach to a wider audience than ever before. There has been a 119% increase in the number of ads from companies using Instagram, Twitter and Facebook. The amount of money spent on these channels has also increased significantly.

However, businesses need to manage their social media marketing efforts so that they do not become overwhelming and cease being what they are supposed to be, which is simply an opportunity for greater advertising reach.

Identify and Target Ideal Customers

By using social media, like Instagram, Facebook, Twitter, etc, to gather information about your target audience, you can learn more about their interests and concerns. The key is to use this data to develop content that will resonate with them.

This will ensure that you are engaging in dialogue with the community instead of broadcasting your message to them which will in turn increase reach on instagram, Twitter, Facebook or any social media platform you are using to do so. These conversations will lead to the development of loyal customers who are more likely to buy from you.

Collaborate with Other Businesses

Businesses that target similar market segments can leverage each other’s marketing campaigns. Your content, such as a blog post, can be shared with other businesses’ social media communities and vice versa.

By collaborating, each business boosts its exposure to a wider audience over platforms like Instagram than it would have been able to do on its own, in turn, building brand recognition at a lower cost than if it were to invest in individual marketing campaigns along with getting you an increased engagement on instagram. The result is an increase in the number of followers to skyrocket your sales.

Social Commerce

Social media has created a new paradigm for online shopping – social commerce. The term “social commerce” describes online transactions that start with a social media connection rather than a search of traditional retail websites.

With more and more consumers visiting their social networking sites to research products, retailers are using online tools such as Facebook Connect, Twitter Cards and Google Shopping to promote recommended product suggestions.

In addition to simply collecting user feedback, this type of marketing is natively social because it changes how loyal customers interact with the brand – they prefer to do business with companies that others have already engaged with – and builds relationships based on trust rather than assumptions about the quality or value of a product.


In conclusion, social media is an important and influential tool for establishing a brand, but it’s not the only way to establish a brand.

A company might use social media as a direct channel of customer feedback or as an indirect channel of feedback like when customers see something on social media and share it with their networks. We hope you enjoyed this article about how to use social media in branding!


Steve Liem

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