Social media marketing has become an integral part of marketing strategies for businesses in the digital age. The purpose of this study is to explore the effectiveness of social media marketing in building brand equity through Facebook and Twitter. A comparative study was conducted to analyze the impact of these platforms on brand awareness, brand image, brand loyalty, and perceived quality. The study involved a survey of 300 participants, divided equally between Facebook and Twitter users. The results indicated that both Facebook and Twitter can positively impact brand equity, but the effectiveness of each platform varies depending on the type of brand and target audience.

This paper aims to construct an evaluation index system for the transformation and development of application-oriented undergraduate colleges based on improving the ability of social service, in order to provide reference for application-oriented undergraduate colleges and universities to help them better carry out transformation and development. This paper constructs an evaluation index system for the transformation and development of application-oriented undergraduate colleges based on improving social service ability. The index system includes 11 indicators in four aspects: social service ability, teacher team construction, school-enterprise cooperation and innovation and entrepreneurship education. Finally, this paper assigns and analyzes the index system, and puts forward the improvement measures of applied undergraduate colleges in different indicators. The research conclusion of this paper will help applied undergraduate colleges to better understand the current situation and problems of their transformation and development, and provide reference and guidance for them to further improve their social service ability and transformation and development level.

The purpose of this study is to explore the internal relationship between the transformation development of new application-oriented undergraduate colleges and the enhancement of social service ability. Firstly, the paper analyzes the factors influencing the transformation and development of new application-oriented undergraduate colleges from the aspects of discipline construction, teaching quality and scientific research ability, innovation ability and internationalization degree. Secondly, it analyzes the importance of improving social service ability from the aspects of serving society, promoting the cooperation between industry, university and research, and transforming scientific and technological achievements. Furthermore, the paper puts forward the internal correlation between the transformation and development of newly built application-oriented undergraduate colleges and universities and the improvement of social service ability, that is, by improving teaching quality and scientific research ability, enhancing innovation ability and internationalization degree, newly built application-oriented undergraduate colleges and universities can improve their comprehensive strength and competitiveness, and thus improve the ability to serve the society. At the same time, improving the ability of social service can further promote the transformation and development of newly built application-oriented undergraduate colleges, promote the cooperation between production, university and research, transform scientific research results into technologies and products with practical application value, and make greater contribution to the development of local economy. Finally, it puts forward corresponding policy suggestions, including increasing policy and financial support, optimizing discipline structure, strengthening industry-university-research cooperation, and establishing evaluation mechanism and incentive mechanism, so as to promote the transformation and development of newly built application-oriented undergraduate colleges and universities and improve their social service ability.