Brand resonance is the psychological bond and engagement that a customer shares with a brand and the challenge of branding is to develop and augment this interface between brands and customers profitably through deployment of state of the art marketing programmes that can render delighted customers and infuse community-feeling centring the brand. Thus, greater numbers of marketers are using social networking sites like Facebook, Twitter, MySpace, Linkedin etc. to enhance brand visibility and resonance. The aim of this study is to find out the extent to which brand resonance is possible through social media marketing and the dark sides of it. For this an online survey of 300 users selected through convenience sampling was used over a period of one month. The findings are of indicative nature which may be a limitation to draw independent conclusion. However, the study emphasizes that social networking is a strong mechanism to resonate brands as it has manifold potentialities of spreading awareness, generating opinions, influencing consumer behaviour and diffusing viral content. The paper is managed in four sections; the first section being an introduction, the second part explains the methodology adopted, the third part bearing discussion on findings, and lastly the paper concludes with important managerial lessons for digitally marketing brands in line with resonance and high visibility. In a nutshell, the study presents an analysis of the role of social networking or social media marketing in creating brand resonance.