Brand protection on social media is essential for maintaining a brand's integrity and reputation in the digital space, involving strategic actions such as digital surveillance, engagement, cybersecurity measures, intellectual property enforcement, and reputation management. Social media presents both opportunities for brand engagement and challenges from cybercriminal activities, necessitating brands to adapt by implementing advanced security protocols and legal defenses. Proactive measures like ongoing web data collection, securing relevant social handles, and protecting corporate hashtags are crucial for mitigating brand dilution, enhancing search visibility, and increasing social engagement. Despite stringent eCommerce marketplace regulations deterring counterfeit activities, fraudsters exploit social media's anonymity and secret group features to conduct illicit activities, requiring brands to adopt comprehensive monitoring and consumer education strategies. Strengthening brand protection involves investing in tools for social media surveillance, educating consumers on identifying genuine brand communications, and using platform reporting mechanisms to remove infringing content. By incorporating these tactics, brands can effectively navigate the challenges of social media, safeguarding their digital assets and ensuring their brand thrives amidst the complexities of the digital ecosystem.