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Organisational approaches to brand identity on social media: Comparing brand websites and Facebook pages
Corporate branding online is currently at a crossroads. Branding involves using symbols, names or visual designs to communicate the identity and tone of a corporation. With the arrival of social media, however, corporations need to rethink and restructure their branding efforts. The structure of social media sites changes the way brand values and philosophies are communicated to the consumer. Sites such as Facebook provide a way for corporations to interact directly with and respond to their consumers. Through an exploratory content analysis, this study examines 40 of the brands listed on Interbrand’s list of the 100 best global brands of 2011 and compares the brands’ websites and Facebook pages. The study documents that while these brands are adding content to their Facebook pages, they are not utilising or leveraging their brand identity to interact with consumers on these sites. This finding presents a huge opportunity for brands looking to extend their exposure to consumers through social media.
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Adam Peruta is an assistant professor at the S.I. Newhouse School of Public Communications at Syracuse University. He teaches courses in digital branding and advertising, interactive design, user interface design and user experience design. His research area is in branding for higher education, specifically how colleges and universities use social media to recruit prospective students, build alumni communities and communicate with their constituents. He uses social media application programming interfaces to collect and analyse data from college and university social media pages. In his most recent project, the Traditions Challenge mobile app, he has combined his passion for visual design and his love for digital product development to create a gamified bucket list experience for college students. He has published on these social media topics and presented at international conferences. Adam previously taught at Ithaca College in the integrated marketing communications programme.