Errors in the use of the brand as a profile picture in social media: Analysis of 49 Spanish NGOs

Abstract

The incorrect use of the brand implies an unfavorable attitude towards the company, so every organization must monitor the use of its brand. This research studies how 49 Spanish NGOs use their brand as a profile picture in social media. The errors found are subsequently evaluated by six experts through a group dynamic. The results show coordination failures between the different social media and technical errors (cropped brand, pixelated, illegible texts.). Possible solutions would be to create a brand to be used as a profile picture and designate a person in charge of monitoring the application of the brand.