Social media usage can affect brand equity perception of the YourSingapore tourism brand. A survey was conducted of 175 respondents about their social media use and brand perceptions. The results showed: 1) On average, respondents had moderate levels of brand awareness, perceived quality, loyalty and overall brand equity. Social media use had a small but significant effect on brand equity. 2) Participating in online communities ("cyber agoras") around the brand on social media had the strongest impact on building awareness, perceived quality and loyalty. 3) General social media use alone did not strongly affect brand perceptions. The study concluded social media should be used alongside other marketing to more strongly influence brand views.