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Ayojak was an online event management product solution offered by Signure Technologies Limited, a firm established in 2007 in India and the United Kingdom that had product development and business development centres in Pune and Bangalore, India. As of May 2011, Ayojak had two operational products and two more products in the development stage. Ayojak provided an end-to-end solution to any event organizer, including such activities as the creation of an event web page, ticket sales, collation of attendee information, event promotion on social media, and customer support for booking tickets online. <br><br><br><br>To promote its clients’ events, Ayojak made extensive use of such social media platforms as Facebook, Twitter, and blogs. It engaged in few offline marketing activities and hence depended solely on word-of-mouth through its social media presence. However, in April 2011, the chief executive officer (CEO) of Signure realized that Ayojak’s social media content strategy had been focusing on promoting its clients’ events. Now, with two more products soon to be launched, the CEO needed to rethink Ayojak’s content strategy. He wanted to build Ayojak’s brand among its stakeholders by leveraging its social media presence, instead of using this presence merely as a promotion platform for its clients’ events.

Established in 2006, OSSCube was an open source software development company based in North Carolina, United States, which had its India office in Noida and its development centres in Delhi, Bangalore, and Noida. OSSCube started as a software training provider and gradually emerged as an open source software development and consulting company. The marketing of OSSCube’s offerings was primarily executed by search engine optimization (SEO) initiatives. Later, OSSCube created a social media presence on a variety of social media platforms such as Facebook, Twitter, and Vimeo. The primary objective of creating a presence on these social media platforms was to augment the company’s SEO initiatives. Although this strategy helped OSSCube in gaining business leads, the community manager of the firm realized that the strategy was not building the brand identity of OSSCube. Also, the prospect of having a wide presence on social media platforms to augment SEO activities created confusion in consumers’ minds regarding OSSCube’s expertise. Hence, in 2010, the manager was reviewing the social media approach with some definite objectives such as branding employees, branding OSSCube, and promoting open source software. He faced the challenge of forming an appropriate social media strategy that would address these objectives.

Established in 2006, OSSCube was an open source software development company based in North Carolina, United States, which had its India office in Noida and its development centres in Delhi, Bangalore and Noida. OSSCube started as a software training provider and gradually emerged as an open source software development and consulting company. The marketing of OSSCube's offerings was primarily executed by search engine optimization (SEO) initiatives. Later on, OSSCube created a social media presence on various social media platforms such as Facebook, Twitter, LinkedIn, Slideshare, Vimeo, YouTube, Blip.TV, Blog and Friendfeed. The primary objective of creating a presence on these social media platforms was to augment the company's SEO initiatives. This strategy did help OSSCube in gaining business leads; however, Kinshuk, the community manager of the firm, realized that this strategy was not building the brand identity of OSSCube. Also, the thought of having a wide presence on social media platforms to augment SEO activities created some sort of confusion in consumers' minds regarding OSSCube's expertise. Hence, in 2010, Kinshuk was reviewing the social media approach with some definite objectives such as branding employees, branding OSSCube and promoting open source software. He faced the challenge of forming an appropriate social media strategy that would address these objectives.