With the arrival of social media, companies have been forced to restructure their branding strategies. IMC professor Adam Peruta presented a paper at the International Conference on Communication, Media, Technology and Design in Istanbul, Turkey, which analyzed effective social media usage for branding. The paper was a collaborative effort between Peruta, professor William Ryan, and graduate student Greg Acquavella.
The paper, “Organizational Approaches to Social Media Branding: Comparing Brand Facebook Pages and Web Sites,” looked at 40 brands listed on Interbrand’s 100 Best Global Brands of 2011. It compared the brand Web sites to Facebook pages, looking at brand identity elements, including logo, color, fonts, graphics, and photos, to discover a correlation between brand success and quality of social media pages.
“This research represents an interesting issue in the use of Facebook by organizations,” said Peruta. “On the one hand, they are posting content and keeping their pages ‘active’, but on the other hand, they are not using these pages to extend brand identity. There is also some small evidence that brands not ranked as strongly as say Coca-Cola and McDonald's may be more willing to risk using these media with regard to engaging people and extending their brand identity.”
Ultimately, it was discovered that there is no direct correlation between the level of branding on the Facebook page and the Interbrand ranking. Although social media outlets are booming in terms of popularity, it was concluded that no company has yet mastered the best way to utilize them consistently. Peruta hopes to eventually revisit this study and compare the quality of branding to amount of participation by fans on the Facebook page.
The International Conference of Communication, Media, Technology and Design gathers leading media studies professionals from around the world. Participants discuss their recent and ongoing research in hopes to inspire further international communications development.