The document provides an overview of how brands use social media for marketing. It discusses how brands engage with customers through user-generated content and social media influencers to expand their reach. Academic research has found that inviting consumers to tell their own brand story makes the brand story more their own. The document concludes that social media is a powerful tool for brands, and they can expand their reach through customer interaction and care on social media platforms.

1. AN OVERVIEW OF SOCIAL
MEDIA AND BRAND MARKETING
By Hannah Asbury

2. Purpose
 Social media is a highly powerful tool for companies today
 How do popular brands use social media data to their advantage?
 What tactics are used by brands to engage and expand their reach?

3. Brief History
 New to society in perspective of time
 Pew Research Center, 2006
 User-generated content
 A third of adults and 57 percent of teenagers create content online

4. Academic Research
 Quesenberry: “Hollywood Pitch” similar to social media marketing and user-generated content
 Collaboration
 “Invite the consumer in to tell their story and help expand upon your brand story to make it
more of their own” (Quesenberry, 2015).

5. Academic Research
 User-generated content
 Campaigns created by companies
 Social media influencers

6. Data
 Do not use social media as strictly promotional
 Customer service
 Sprout Social

7. Future Research
 More in-depth research around psychology of brand influence and marketing via social media
 Facebook ads

8. Conclusions
 Social media is highly powerful tool
 Expand reach by interaction and customer care
 Consumers trusting social media more than traditional advertising
 Brands realizing potential