The role of social media in brand engagement

The role of social media in brand engagement | Zoho SalesIQ

In today's fast-paced digital world, brand engagement has become more significant than ever. Social media plays a vital role in how businesses engage with their customers, and it's essential to understand how social media can be used well to enhance brand engagement.

As we learned in our previous blog, brand engagement refers to building a relationship between a brand and its customers. It involves creating a connection that goes beyond a mere transactional relationship. Social media connects businesses with their audience in an organic way, offering a unique platform for creating a better customer experience that was not possible before.

Benefits of social media engagement

Social media has become integral to marketing strategies for businesses across all industries. With its ability to reach a broad audience, social media has become a powerful tool for brand engagement. Here are some of the benefits of social media engagement:

Increased visibility

Social media allows brands to reach a wider audience than traditional marketing channels. By creating engaging content and promoting it on social media, brands can increase their visibility and reach more potential customers, increasing brand awareness and customer engagement.

Real-time interaction

Social media allows for brands to interact with their customers in real time. Brands can respond to customer queries, complaints, and feedback quickly and efficiently, creating a positive brand image and building customer loyalty.

Community building

Social media platforms allow brands to create a community of customers. Brands can create groups, forums, and pages where customers can interact with each other and the brand, creating a sense of belonging and loyalty among customers, who are likelier to become brand advocates.


Social media allows brands to use customer data to personalize their interactions with customers, including content and promotions, helping them increase customer engagement and loyalty.


Social media has emerged as an affordable and accessible marketing channel for businesses of all sizes. Compared to traditional marketing channels like TV or print ads, creating and promoting content on social media is often less expensive and allows for more targeted and personalized engagement with audiences. As a result, social media has become an increasingly attractive option for brands looking to reach their target audience and build brand awareness, particularly for those with limited marketing budgets.

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Strategies for effective social media engagement

Social media has become an efficient tool for brands to engage with customers.

Build a strong brand identity

To engage with customers on social media, brands must have a strong brand identity. This means a consistent visual identity, a unique brand voice and tone, and content that showcases the brand's values and personality. By building a solid brand identity, brands can create a connection with their customers and increase engagement.

Create engaging content

Engaging content is essential for brand engagement on social media. Brands need to create educational, entertaining, or informative content that resonates with their target audience. The content should be visually appealing and easy to consume, and it should encourage customers to engage with the brand.

Be responsive

Being responsive is critical to effective brand engagement on social media. Brands should respond to customer queries, complaints, and feedback in a timely and helpful manner. Timely responses to their questions make customers feel that the brand cares about their needs and values their feedback.

Encourage user-generated content

Encouraging user-generated content can be a highly effective strategy for boosting brand engagement on social media platforms. Brands can create hashtags, run contests, or ask customers to share their experiences with the brand. This improves engagement while also helping build a community around the brand.

How big brands use social media for brand engagement

Many brands have used social media to successfully build customer and brand engagement.


Oreo is a popular cookie brand known for its creative and engaging social media content. In 2013, during the Super Bowl blackout, Oreo tweeted an image of an Oreo cookie with the caption, "You can still dunk in the dark." The tweet went viral, generating over 16,000 retweets and demonstrating the power of real-time engagement on social media. Oreo has continued to use social media to engage with its customers, creating campaigns such as "Oreo's Daily Twist," which featured creative images of Oreo cookies inspired by daily news events.


The fast-food chain Wendy's is the master of social media engagement. Their Twitter account has gained much attention for its humorous interactions with customers and competitors. Wendy's uses social media to create a fun and engaging brand personality, which has helped to increase customer engagement and loyalty.


The personal care brand Dove has used social media to promote its message of body positivity and self-esteem. They created the "Real Beauty" campaign, which featured real women of different shapes, sizes, and ages. Dove used social media to showcase these women and their stories, creating a movement that encouraged women to feel confident and beautiful in their skin. Dove's social media campaign has been widely recognized as a successful example of using social media to promote a positive message and build a strong brand identity.


The sportswear brand Nike has used social media to create a user community that is passionate about fitness and sports. They use Instagram and Twitter to share inspiring content, such as photos and videos of athletes, as well as motivational quotes and messages. Nike's social media presence has helped to create a sense of belonging amongst its customers, who are passionate about the brand and its message.

Limitations of social media for brand engagement

While social media has many benefits for brand engagement, there are also several challenges and limitations that brands need to be aware of.

Constantly changing algorithms

Social media platforms are constantly changing their algorithms, which can make it difficult for brands to reach their target audience. Brands must stay current with the latest changes and adapt their strategies accordingly. This requires a considerable investment of time and resources.

Negative feedback

Social media gives users an open platform for sharing their opinions about a brand. While positive feedback can help to increase brand engagement, negative feedback can harm a brand's reputation. Brands should know to handle negative feedback professionally and helpfully.

Privacy concerns

Social media users are becoming conservative regarding their privacy and want to know how their data is going to being used by the platform. Brands need to be transparent about how they collect and use customer data and ensure that they comply with all relevant privacy regulations.

Limited reach

While social media can reach a wide audience, it may not be the most effective channel for reaching all demographics. For example, older demographics may be less active on certain social media platforms, while younger demographics may prefer other channels, such as messaging apps. Brands need to consider the demographics of their target audience and choose the most effective channels for reaching them.

In conclusion, social media has become an integral part of brand engagement strategies for businesses. It provides a platform for brands to connect with their target audience and build relationships with them. Through social media, brands can create a two-way conversation with their audience, receive feedback, and tailor their marketing efforts accordingly. Social media also enables brands to humanize their communication, increase brand visibility, and drive website traffic. However, social media is not a one-size-fits-all solution, and each brand must understand its audience and goals to create an effective strategy. With the right approach, social media can be a powerful tool for brand engagement and an asset for any business. 


1. Nast, C.  

Nast, C. (2013). How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter. Retrieved 20 April 2023, from  

2. Blogger, G.  

Blogger, G. (2019). Wendy's Twitter Account: A Case Study | Rasor | Communicators. Strategists. Creatives. Retrieved 20 April 2023, from  

3. Skene, K.  

Skene, K. (2014). A PR Case Study: Dove Real Beauty Campaign | News Generation, Inc. Retrieved 20 April 2023, from  

4. Nike’s Social Media Strategy: A Deep Dive  

Nike’s Social Media Strategy: A Deep Dive. (2022). Retrieved 20 April 2023, from  

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