AWERProcedia Information Technology & Computer Science Vol 03 (2013) 922-933 3 rd World Conference on Information Technology (WCIT-2012) Keeping Brands Moving. Putting Social Media to the Test: How the FMCG Industry Uses Social Networks for Creating Brand Awareness Birgit Oberer *, Kadir Has University, Istanbul, 34083, Turkey. Alptekin Erkollar, Halic University, Istanbul, 34083, Turkey. Suggested Citation: Erkollar, A. & Oberer, B. Keeping Brands Moving. Putting Social Media to the Test: How the FMCG Industry Uses Social Networks for Creating Brand Awareness, AWERProcedia Information Technology & Computer Science. [Online]. 2013, 3, pp 922-933. Available from: http://www.world-education- center.org/index.php/P-ITCS Proceedings of 3 rd World Conference on Information Technology (WCIT- 2012), 14-16 November 2012, University of Barcelon, Barcelona, Spain. Received 23 January, 2013; revised 10 July, 2013; accepted 13 August, 2013. Selection and peer review under responsibility of Prof. Dr. Hafize Keser. ©ϮϬϭϯ Academic World Education & Research Center. All rights reserved. Abstract In this study, we focused on local, national, and international companies operating in the fast moving consumer good (FMCG) industry in Turkey, and conducted a survey on their use of social media to build their brand and to create sustainable customer side brand awareness. The results of the study revealed that the use of social media to create brand awareness is considered rather important for the FMCG industry. Social media was identified as a useful tool foƌ the disseŵiŶatioŶ of iŶfoƌŵatioŶ oŶ ĐoŵpaŶies aĐtiǀities. Most of the paƌtiĐipatiŶg ĐoŵpaŶies use Facebook and Twitter to get in touch with their customers. A template for analyzing social media activities in the FMCG iŶdustƌLJ is giǀeŶ iŶ the FMCG BƌaŶd.Boaƌd that ǁe deǀeloped ďased oŶ the suƌǀeLJ aŶd the soĐial network analysis conducted. Keywords: Social media, brand awareness, FMCG; * ADDRESS FOR CORRESPONDENCE: Birgit Oberer, Kadir Has University, Istanbul, 34083, Turkey, E-mail address: journal@etcop.com / Tel.: +90216410484