Tech Talk: creating a social media strategy. KUMAR KAR Arpan / ASWANI Reema, IVEY Publishing : London, Ontario, 2017
In late 2016, Dr. Aditya Khare was trying to decide how he should promote Tech Talk, the content publishing portal he had co-founded in 2012. As of December 1, 2016, the portal was slightly over five years old and had a relatively small social media presence. Khare wanted to change that. He understood that it was impossible to ignore social media in his growth strategy. He wanted Tech Talk to get ample traffic directly through platforms such as Facebook and Twitter. He also wanted it to have a strong presence among special interest groups on social media so that discussions could be initiated and carried forward to enrich the body of knowledge on the web. However, coming up with a strategy that could be implemented by his small team was turning out to be more daunting than he had initially thought. Khare needed to find an answer within the next week, when he would have to present the portal’s annual progress to other governing stakeholders.
One of Khare’s agenda items for the future was fast growth, which needed to be fuelled by capital inflow from investors. A successful social media strategy would play a key role in that initiative. However, Khare did not want to experiment too much. Instead, he wanted to use established strategies for developing a strong presence on social media. How should he strategize the interaction with readers on social media? Which platforms should he focus on? How should he invest in building a presence on these platforms?