Executive Summary
Harvard University has developed a case study on social media that examines the organization’s management problems. To eliminate these problems, new solutions and more efforts are needed to maintain its position against competitors. Using SWOT and PESTEL analysis, we can find appropriate solutions and new strategies to implement it.
Introduction
Tech Talk portal is a technology-based. founded by Dr. Aditya Khare and Arshiya Chak in 2012. Tech Talk is active in various fields, through which commercial activities are also carried out. Most of the company’s activities are telecommuting, including project management, electronic payment, information technology and digital marketing. The unique quality and perfect activity of this company during 3 years has made it known as one of the best. Although the company’s main goal was to create a reference with access to review it, after a while its founder realized that a large part of the traffic volume is consumed by search engines. The Tech Talk team is always looking for different ways to maintain their position in the market. That is why many followers from the past accompany it.
Problem
Based on case study, the main problem of this company as a social media is the lack of traffic compared to its large number of followers. Improper management practices also increase problems and slow down progress. Given that social media is very influential, but if not managed properly, the chances of success are very low. So, considering that there are problems in different fields, by finding a suitable solution and increasing traffic, the problems will be eliminated. The problems will be identified by using different methods of analysis and review which challenges can be easily solved and pass.
SWOT Analysis
Tech Talk uses new and modern methods to create social media strategies to cover weaknesses using strengths and maintain its position as a successful international competitor. Examining and recognizing the strengths and weaknesses provides the opportunity to take advantage of opportunities, taking into account the potential risks and threats. As an example, this analysis avoids potential risks in business.
STRENGTHS
- Being in a good and appropriate market
- Receiving profit in the early years and increasing it continuously
- High number of followers in 2016 that led to access to their information • High number of advertisements on mobile
WEAKNESSES
- Improper use of performance indicators (KPIs)
- Use unusual name
OPPORTUNITIES
- Sharing on social networks and holding discussion groups
- Use of social networking facilities
- Submit articles to followers through regular media such as television
THREATS
- The highest amount of traffic belongs to the search engine
- Small percentage of Twitter followers consumed the traffic
- High cost of In-house activities
PESTEL Analysis
Analyzing the environment in relation to technology requires a precise strategy about social media. To create a case strategy, external factors are involved that do not actually have direct control over the company. No matter how much Tech Talk tries to reduce the impact of these factors, it is impossible to change their nature. Because these factors will have a direct impact on the company, especially in terms of their operation. That is why it is important to review them so that the final decisions to choose a strategy are made correctly. In these types of jobs, such as Tach Talk, they use social media strategies to make sure that external factors are in place. External factors are examined by analysis tools such as Pestel and SWOT analysis.
External factors include the following that each of them has been considered separately.
Political
- Despite the limitations of business and political issues, Tech Talk can lead to success or prevent it from developing a social media strategy.
- Tax policies will have a direct impact on the cost of doing the work of creating a social media strategy.
- Government grants, whether regulatory or financial, play an important role in the development, creation of creative activities and business growth of businesses.
- Making any amendments to the laws and regulations in different periods of the government affects the activities of Tech Talk.
Economic
- The impact of economic factors on the profit of Tach Talk is undeniable. Given that GDP per capita is one of the most important economic factors, high GDP can be a factor in generating a one-time income with the higher number of sales.
- The higher the inflation leads to the lower purchasing power and the fewer consumers.
- Rising inflation also reduces the possibility of supplying raw materials for Tech Talk, which will ultimately cause serious damage.
Social
- The impact of social factors on the work process and the way customers are treated is very significant. They also directly affect customers’ tastes and the type of purchase they make in relation to the product.
- The high level of knowledge and awareness of customers has enabled them to compare products and choose the best option. For this reason, Tech Talk has been able to acquire many skills by creating social media strategies while receiving more criticism from consumers.
Technology
- Given that online trading and online sales have caused intermediaries to disappear. By creating a social media strategy by Tech Talk, direct communication takes place between retailers and consumers. One example of them is the eBay, where retailers and consumers are in direct contact. This interaction can be one of the goals of creating a social media strategy.
- On the other hand, using social media strategy has made it much easier to attract customers, which is considered as one of the cheap and effective methods.
Environment
- Creating a social media strategy should be done in a way that is in harmony with the environment and ecologically. Because these days, consumers are interested in using products that are more environmentally friendly.
- Environmental sustainability will definitely lead to greater profitability and better performance.
Legal
- Legal issues can affect the supply of raw materials and the purchase of shares or even communication with the customer.
- Therefore, the legal component to create a social media strategy prevents any discrimination (gender, religion, age, …).
Solutions and Recommendation
Description Pros
- Find business-related pages and groups in social media like Facebook and Instagram
- Introduce business by posting on them several times a day
- Link that post to the portal for further reading
- Attract more followers that lead to product introduction
- Familiarize a large number of people with products through portal study
Crucial consideration Risk and Threat
- Control and repeat posts on pages and groups
- Correct communication with followers
- Accepting the criticisms of the followers and responding to them accurately and intelligently
- Anti-brand propaganda or false criticism in groups gradually causes fatal blows such as people’s distrust of the brand
Description Pros
- Using a new method of advertising that is done through influencer. Choosing the right influencer for your brand will help increase the number of followers.
- Advertise the brand using Bell Brand related people
- Introducing and profitability at the same time by placing promotion for people who are attracted to your brand through influencers
- Increasing the ROI
Crucial consideration Risk and Threat
- Avoid any damage to the brand by choosing an effective brand
- Establish effective and sincere relationships with influencers
- Request to repeat introducing continuously on social media, which leads to more visits to the portal
- Introducing by the incorrect or unprofessional methods by influencers
- Exposing your advertising methods to other brands and competitors
Description Pros
- Repetition of posts in groups attracts more people’s attention, which causes each of them to visit the portal separately.
- These posts can be in the form of advertisements by informing. Like ads done on Facebook and Instagram that can enter the portal and see it with one click.
- Most social networks are free, which has attracted unlimited people
- Targeted advertising for the interested group of people in this topic
- The cheapness of this advertisement compared to other methods
Crucial consideration Risk and Threat
- Paying attention to people’s interests and targeting them properly
- Use popular advertising methods through special advertising campaigns to have more profit
- Wasting money and time with wrong and unprofessional advertising method
Recommendation
According to the solutions given in the tables above and analyzes performed, the selected and effective solution is to use influencers on social networks such as Facebook and Instagram. Given that the number of people who follow influencers is very large, so you can attract a lot of people through this brand. The main reason this method works is that influencers can persuade people to follow you by influencing people and the trust they have received from followers. Personally, I have had the experience of attracting a lot of followers on Instagram, which helped the business grow a lot. For instance; After connecting with an influencer who had about 240k followers and planning to be introduced by this popular page, in less than a week, a large number of followers were attracted to the page which many of them led to purchases and profitability.
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Given that these days people follow the example of influential people and follow them, so finding these influential personalities and getting their help to introduce you to people and attract them is a good idea.
Benefit
- Presenting the brand to the right people: In order to present your brand, it should be the main goal of your brand to the people who follow in this field and are interested in it. Because if the brand is unknowingly presented to people who are not in favor of it, the desired result will definitely not be received.
- Special services for influencer: Considering all the economic aspects, after reviewing the result of the introduction by influencer, offer them free use for a certain period of time so that they can try to attract users through more efforts.
Success-oriented items
- By examining influential people who have significant activities in popular social medias application which leads to have good feedback, can be obtained that if the influencer is not made correctly and in principle, not only make the desired result, but also the opposite result will detriment and the brand will suffer from the mistakes.
- One of the most important things to achieve the desired result is to maintain a relationship with these people.
- Carefully plan how many times to introduce the brand without any interruption, because through repetition people will be attracted faster.
Risks:
- Use unprofessional by methods by influencer to introduce the brand that will have a negative impact.
- Expose your brand advertising methods by influencer who are trying to earn more.
The main reason I recommended it is that I have had a successful experience through advertising by influencers. It was enough to advertise the company for a few seconds; I had a significant number of customers in the shortest time. So, I recommend this method because this way you can introduce your brand to its fans, who visit each time the website leads to improve the traffic.
With careful planning and paying attention to the important points in order to use social media to introduce the brand, better results will be received. Adequate knowledge of the goals and presenting the brand to the right audience has a great impact on increasing the brand awareness. Given the growing number of users and fans of social networks such as Facebook and Instagram, the best way to introduce and be known among the people is a very good way. In this regard, you can get help from professional influencers with the right methods in various fields.
Implementation
It is very clear that the popularity of social networks cannot be ignored, that is why our team used an effective marketing strategy to introduce its products and attract many customers. First of all, it is important to determine the goals and who exactly we are looking for and why we should increase portal traffic. By targeting specific groups according to their interests, the followers were attracted faster and with high quality. By collaborated with influencers on social media to make some advertisement through video of products and share them on social media such as Instagram. Our team also provided an opportunity for some consultant to be able to answer clients’ questions online. Using the same strategy, Tech Talk is able to attract about three million followers which was about twice what our team expected. With the help of digital marketing experts, all aspects are monitored and high-quality content is produced. Because for in-house marketing, it is necessary to control all the details with sensitivity so that it cannot deviate from the main goal of the business and expectations can be turned into success with a high percentage.
In our opinion, Instagram has the best strategy for brand and business among social media. Even for those who do not have a special interest, by watching pictures and videos, they can follow it according to their interest. Instagram was able to change people’s view of mass communication software and attract many people. An important issue in social media is the production of quality content. Because its content is a collection of sound, image and text. What is seen in this content determines the outcome of the strategy that attracts visitors. The simpler but more interesting the content lead to better perception of your introduction at first glance.
Conclusion
In conclusion, by examining social medias, Tech Talk can find the best one among social media that is appropriate for their type of activity. Marketing through influencers is the most effective way to attract more followers and target followers related to the brand or business. By targeting the market and producing high quality relevant content, it will be able to increase portal traffic and attract more followers.
2020-8-19-1597873990
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