In our evolving digital age, organizations must recognize the importance of online presence in marketing and reputation management. Even a seemingly simple branding change can have a significant impact on the public’s opinion of a product.

Take a trending topic from two weeks ago, for instance: Instagram, one of the world’s most popular social media/photo-sharing platforms, generated a firestorm of criticism for its recently-redesigned logo. The new image inspired snide memes, critical tweets and New York Times coverage headlined “The Great Instagram Logo Freakout of 2016.” While such a strong reaction to something as simple as a logo change may seem incredible, the story goes to show that social media users care deeply about the platforms they use. In this case, a simple marketing choice had a major effect on popular opinions of Instagram.More importantly, however, this month’s Instagram drama is a reminder of just how big a part social media platforms play in today’s digitally-connected environment. Since its launch in October 2010, Instagram has grown from a simple photo-sharing service with one million users into a global platform on which more than 80 million photos and videos are shared every day. Today it’s one of the most popular websites in the world.

Like many other popular networking platforms, Instagram has expanded from a purely personal network to an important presence for businesses and organizations. According to one report, almost 40% of marketers used Instagram to promote their products in 2015. But it isn’t just the number of Instagram users that stands out, it’s also the level of interactivity the platform allows between businesses and their target audiences. Social media sites like Instagram allow customers to invite their favorite corporations and causes into the stream of their everyday lives. Organizations need to capitalize on the opportunities provided by these platforms to interact with their target audiences frequently and consistently.

The Public Relations and Marketing Group, LLC (PRMG) can help your organization successfully navigate today’s complex media environment. As a full-service public relations, marketing and digital advertising agency, we have extensive experience in increasing individuals’ and corporations’ visibility across all major social media platforms. If you have any questions about our social media or other marketing services, please contact us at (631) 207-1057 or at johnzaher@theprmg.com.