People see your brand first NOT on your website. People ask me if we do SEO often. But look at the search results pages on Google. Your site results are not at the top on most searches for terms anymore. 

It’s all google products and social media. 

Making your brand social is easier said than done. This DOES NOT mean ignore the website. Or ignore other things like SEO and on we could go. 

It means you’re likely not evenly distributing your brand message across multiple channels. Or strategically on social media to lead the user to your website content later. Thus your SEO sucks. 

A social brand is hackable. People support that which they help build. If they can interact with it, personalize it and feel some ownership, they are more likely to get behind you. The idea is to tell a story creatively.