Owing to the widespread use of social media, it has become an integral tool for brands to build their brand equity. Consequently, the need to develop specific skills in digital marketing has become imperative. By using a combination of qualitative and quantitative research methods, this study focusses to identify those fundamentals of Social Media Marketing Capabilities and measure its prediction ability on Consumer-embedded Brand Equity. The results show that consumer-based brand equity and the capability to interact and post on social media are completely correlated. The surveillance abilities of social broadcasting marketing did not, however, show a clear connotation with consumer-based brand equity. Professionals working in marketing, branding, and community management will find these insights invaluable as they focus on honing certain SMM skills, which will help them fine-tune their social media strategies and optimize their results.