Corporate identity through social networks

Constant innovations in technology have changed the way we find love, friends, like-minded people, how we get information, how we experience, and how we influence our environment, in the real and virtual world. With the rise and success of social media, nothing is as it used to be.

Social networks have become the largest and most important channels of communication on the Internet. The world of marketing very quickly got involved in this conversation, entering a new era of business and the creation of corporate identities. Almost everyone took part in the race, from the world's largest corporations to the smallest companies or just ordinary enthusiasts with a great idea and no funding. Everyone got an equal chance of success.

The presence on social media has brought new and unlimited creative opportunities to build your brand and the freedom to find your audience, regardless of geographical location or financial circumstances. The following figures show how vital social networks are:

• 90.4% of millennials, 77.5% of Generation X and 48.2% of Baby Boomer Generation are active users of social media (https://www.emarketer.com/chart/226029/us-social-media-users-by-generation-2019-of-population)
• 366 million new users have accessed social media in the last year.
• 74% of Facebook users use this network every day (https://www.pewresearch.org/internet/2018/03/01/social-media-use-in-2018/) and most of them do it 8 times a day (https://www.smartinsights.com/social-media-marketing/social-network-landscape-chartoftheday/)
• Instagram has a billion active users a month, and 500 million of them use it every day (https://instagram-press.com/our-story/)
• There are over 530 million user accounts on LinkedIn (https://about.linkedin.com/)
• 83% of all consumers prefer marketing through YouTube channels (https://blog.hubspot.com/marketing/visual-content-marketing-strategy)
• 73% of retailers believe that their social media marketing investments were "effective" or "very effective" for their business (https://buffer.com/state-of-social-2019)
• Twitter ads are 11% more effective than TV ads during certain live events (https://business.twitter.com/en/blog/4-tips-Tweeting-live-events.html)

Social media has enabled a large number of companies to bypass the usual media procedures and come into direct contact with customers. Digital technologies have not only created powerful social networks; they have brought new cultural phenomena and new words such as viral, memes, trolls, vloggers, clickbait, and many, many others. With new phenomena, branding rules are also changing. Understanding mass culture, as well as the culture of communicating through social media, is essential to profit on these platforms. Corporate bureaucracy, established rules, not following trends, and lack of creativity are the most common mistakes of companies that do not adapt to the networks and the time in which we find ourselves.

According to the Small Biz Genius page (https://www.smallbizgenius.net/by-the-numbers/branding-statistics/), these are some of the statistics from the social platforms:

• It takes 5 to 7 impressions for people to remember the brand
• Color improves brand recognition by up to 80%
• 73% of consumers like a specific brand because of excellent customer service
• Continuous brand representation on all platforms can increase revenue by up to 23%.
• 1/3 of the world's top 100 brands include blue in their logos
• 72% of the best brands are made up of words or acronyms
• Brands with poor company branding pay 10% higher salaries
• Over 70% of brand managers consider creating an audience more important than increasing sales
• 89% of customers remain loyal to a brand that shares their values
• Brands that have their blog generate 67% more potential customers