This study suggests the concept of brand social presence as an important index of the effectiveness of brand's communication using SNS. Using Facebook brand communication, this study develops the scale of brand social presence perceived by customers. The scale development went through eight stages: literature review, FGI, expert interview, online customer survey, exploratory factor analysis, confirmatory factor analysis, reliability testing, and validity testing. The findings show that brand social presence has three underlying factors: cognitive social presence, affective social presence, and personation. Cognitive social presence has 2 items of cognitive understanding, affective social presence has 5 immediacy and intimacy items, and personation has 6 items. Brand social presence has positive correlations with satisfaction with fan page, brand attitudes, WOM(Word-of-Mouth) intention, and purchase intention. More specifically, testing of structural equation modeling showed that brand social presence has direct effects on brand attitudes and WOM intention, but indirectly affects purchase intention through mediation of brand attitudes. This study contributes to the field of brand communication through SNS by suggesting a theoretical concept of brand social presence and developing and testing its scale. The suggested concept and scale (brand social presence) can be used as an effectiveness measure of SNS brand communication.