個案總覽

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.