Social media tools enhance brand engagement by providing platforms for direct interaction and communication with customers. They allow brands to share content, respond to inquiries, and gather feedback, fostering a sense of community. These tools enable targeted advertising, reaching specific demographics with tailored messages. Additionally, they facilitate user-generated content, where customers can share their experiences, further promoting brand visibility. Overall, social media increases brand loyalty and awareness, as consumers are more likely to engage with brands that interact with them regularly and authentically.