Brand Equity

In the context of social media, Brand Equity pertains to the perceived worth, authority, and sway that a brand holds in the online community. This directly affects how the audience interacts with and responds to that brand's content and messages. Trust, good engagement—almost mutual affection, it seems—are the currencies of social media.

You want to hang out with the brand, and the brand wants to hang out with you. 'I love you; you love me. ' Building brand equity comes from delivering not just good products or services but also good experiences as well as good, meaningful, authentic interactions with customers, clients, and followers.

If you don't have that emotional or psychological connection with your audience, then you don't have brand equity on social media. All you have is presence, and even that might be suspect. On social media, where the competition is fierce and the attention span of the audience almost non-existent, when a brand performs well and is well-liked, it is said to have positive brand equity.

When it is not well-liked or performs poorly, it has negative brand equity.