How social media builds brands

Andrew Stephen

Looks at some of the findings of new wide-ranging research based on Facebook and Instagram data from around the world, which has shown how important social media can be from a brand-building perspective.

In recent years, marketers have tended to focus on evaluating the short-term impact of advertising campaigns run on social media channels. Understanding the impact of using social to build a brand in the long term hasn't been a focus – until now. A new study by Saïd Business School, based on Kantar Millward Brown and Facebook data from around the world, shows how important social can be as part of the brand-building process.

It is well established that consumers are more connected than they ever have been. This has happened in large part due to the popularity of social media,...

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