ResumenLa utilización incorrecta de la marca conlleva una actitud desfavorable hacia la empresa por lo que toda organización debe vigilar el uso de su marca. Esta investigación estudia cómo 49 ONG españolas usan su marca como imagen de perfil en redes sociales. Los errores encontrados son posteriormente evaluados por seis expertos mediante una dinámica de grupo. Los resultados muestran fallos de coordinación entre las distintas redes sociales y errores técnicos (marca cortada, pixelada, textos ilegibles…). Posibles soluciones serían crear una marca destinada a utilizarse como foto de perfil y designar a un encargado de vigilar la aplicación de la marca.
PalabRas ClaveMarca; foto de perfil; redes sociales; ONG; España 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.
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