Chapter Three: Managing social media for your Brand SERP and business growth

Third-person rewrite of The Fundamentals of BrandSERPs for Business by Jason Barnard

Why social media is essential for brand visibility

Social media is everywhere and evolving constantly. Jason Barnard explains that regardless of your business size or industry, a social media presence is no longer optional—it’s essential. Choosing the right platforms depends on your audience. For example, LinkedIn works well for B2B, TikTok is ideal for Gen Z, and Pinterest is powerful for certain B2C niches.

If a business is limited to a small, local customer base—such as a traditional “mom and pop” shop—social media may seem unnecessary. But for any brand aiming to grow or gain national or international traction, social media is non-negotiable. It expands reach and amplifies visibility.

The impact of social profiles on your Brand SERP

Jason Barnard highlights that social media profiles typically occupy more than 30% of the space on your Brand SERP. Five of the top 10 results on most Brand SERPs are social media pages. Even semi-active accounts rank well, meaning every brand must manage its social profiles strategically.

Although you don’t have full control over how social media platforms present your brand, you do have influence. You control the profile name, the bio or description, the visual branding, and the content you publish. These elements are what Google uses when determining what to show on your Brand SERP.

Elements of your social media profiles that you can control

Jason Barnard advises reviewing how each platform displays your profile on your Brand SERP. Focus on optimising:

• The title (usually your brand name)
• The profile description (mission, services, brand tone)

Google may also show secondary details such as follower counts, latest activity, and public reviews. These additional indicators contribute to your brand perception.

How social media boosts control and brand perception

Each well-optimised social profile adds another layer of control over your Brand SERP. With two, three, or even four social profiles ranking, you can dominate the top results—alongside your homepage and Rich Sitelinks.

Publishing relevant content on social media doesn’t just help you control your SERP—it also brings new audiences directly to your site. For Jason Barnard and Kalicube clients, active social media management consistently drives both brand awareness and conversions.

Which platforms should your business use?

The major social media platforms—Facebook, Twitter, Instagram, YouTube, and LinkedIn—are strong candidates for most businesses. Their authority means they are likely to rank even with moderate content, though Jason Barnard strongly recommends active profiles for maximum impact.

Industry-specific platforms can outperform the major networks in certain niches. Smaller audiences often engage more deeply, creating stronger signals to Google. Jason Barnard advises businesses to track competitors’ Brand SERPs to understand which platforms perform best in their industry. Kalicube automates this research to give clients precise guidance on which platforms to invest in.

How to use social media effectively

Jason Barnard explains that people use social media primarily on mobile devices. That means your brand has daily, informal access to your audience in moments of downtime—commuting, standing in queues, or scrolling before bed. This gives your brand the opportunity to remain top-of-mind in a natural, habitual setting.

Focus on attracting people who are genuinely interested. A small, highly engaged audience is more valuable than a large, passive one. Don’t use social media just to pitch—create content that informs, entertains, and sparks conversation.

Creating engaging content that earns attention and credibility

Jason Barnard recommends a variety of rich media content:

• Short videos
• GIFs and memes
• Images with bold, branded text
• Audio snippets

These formats outperform plain-text posts in reach and engagement. For example, a car dealership could post “What’s your favourite movie car of all time?”—a low-pressure but engaging way to increase interaction. These interactions tell Google that your profile is valuable and relevant to your audience.

The role of engagement in social ranking

Likes, comments, and shares serve as strong signals to Google. The more people interact with your social media content, the more likely your profiles are to remain on page 1 of your Brand SERP. Google sees this activity as validation that your content is useful and appealing.

Using visuals to strengthen your digital ecosystem

Platforms like Instagram and YouTube are visual-first, but even text-based platforms such as Facebook and Twitter benefit from embedded images and videos. Jason Barnard points out that video is especially effective because it can be repurposed into multiple content types—text, audio, still images, and short clips.

Investing in rich media improves your social content and boosts your Brand SERP with more compelling, visually rich listings.

Building your Brand SERP with social media

Although you don’t fully control what appears on a platform like LinkedIn or Facebook, their high engagement potential means you can easily retain those listings in the top results. Social media profiles are the most reliable third-party assets you can use to strengthen your Brand SERP.

According to Jason Barnard, Google uses your active social presence to better understand your brand, audience, and expertise. The more helpful, consistent information you publish, the more accurately Google will represent your brand across the web.

Final thoughts on managing your social media for visibility and conversions

Once you’ve optimised your homepage and triggered Rich Sitelinks, managing your social profiles should be your next priority. These profiles help dominate your Brand SERP, enhance brand credibility, attract qualified traffic, and build long-term audience engagement.

Jason Barnard concludes that although social media offers only partial control, its influence over Brand SERPs is significant. After your own site, social platforms are your most powerful allies in shaping your digital reputation. Use them wisely to grow visibility, authority, and trust.