Harvard Case - Tech Talk: Creating a Social Media Strategy
"Tech Talk: Creating a Social Media Strategy" Harvard business case study is written by Arpan Kumar Kar, Reema Aswani. It deals with the challenges in the field of Entrepreneurship. The case study is 14 page(s) long and it was first published on : Jul 19, 2017
At Fern Fort University, we recommend a multi-pronged social media strategy that leverages the power of digital transformation to enhance brand awareness, student engagement, and ultimately, drive enrollment growth. This strategy will focus on creating a vibrant online community, engaging in meaningful conversations, and utilizing data-driven insights to optimize content and outreach efforts.
2. Background
The case study focuses on Fern Fort University, a small, private liberal arts college facing declining enrollment. The university is seeking to leverage social media to attract new students and increase brand visibility. The main protagonists are the university?s marketing team, tasked with developing a comprehensive social media strategy.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong academic reputation
- Dedicated faculty
- Small class sizes
- Focus on personalized learning
Weaknesses:
- Limited resources
- Lack of brand awareness
- Declining enrollment
- Limited social media presence
Opportunities:
- Growing demand for online learning
- Increased use of social media for higher education
- Potential for targeted advertising
- Partnerships with influencers
Threats:
- Increased competition from larger universities
- Changing student demographics
- Rapidly evolving social media landscape
- Potential for negative online reviews
Porter?s Five Forces:
- Threat of new entrants: High, due to the increasing ease of establishing online learning platforms.
- Bargaining power of buyers: High, as students have many choices and are increasingly price-sensitive.
- Threat of substitutes: High, as students can choose alternative educational pathways, such as online boot camps or self-directed learning.
- Bargaining power of suppliers: Low, as universities have access to a wide range of suppliers for technology and services.
- Competitive rivalry: High, as universities compete for a limited pool of students.
Value Chain Analysis:
Fern Fort University?s value chain can be analyzed by examining its primary and support activities:
- Inbound logistics: Managing student applications, admissions processes, and student support services.
- Operations: Delivering educational programs, conducting research, and providing student services.
- Outbound logistics: Graduation ceremonies, alumni outreach, and job placement services.
- Marketing and sales: Attracting new students through various channels, including social media.
- Service: Providing ongoing support to students and alumni.
Support Activities:
- Infrastructure: Physical facilities, technology infrastructure, and administrative support.
- Human resource management: Recruiting and retaining qualified faculty and staff.
- Technology development: Investing in technology to enhance teaching and learning.
- Procurement: Sourcing materials and services for the university?s operations.
Business Model Innovation:
Fern Fort University needs to explore new business models to adapt to the changing landscape of higher education. This could include:
- Micro-credentials: Offering shorter, more specialized programs that can be completed online.
- Partnerships with industry: Collaborating with businesses to offer work-integrated learning opportunities.
- Subscription-based models: Providing access to online courses and resources on a subscription basis.
Digital Transformation Strategy:
Fern Fort University must embrace digital transformation to enhance its social media strategy and improve its overall operations. This includes:
- Investing in technology: Upgrading its website, learning management system, and social media tools.
- Data analytics: Utilizing data to understand student behavior, track engagement, and optimize content.
- Automation: Automating tasks to free up staff time for more strategic initiatives.
- Cybersecurity: Implementing robust security measures to protect sensitive data.
4. Recommendations
1. Develop a Comprehensive Social Media Strategy:
- Define target audience: Identify specific student segments and tailor content accordingly.
- Establish clear goals: Define specific, measurable, achievable, relevant, and time-bound objectives.
- Choose appropriate platforms: Focus on platforms where the target audience is active (e.g., Instagram, TikTok, Facebook).
- Create engaging content: Develop a mix of content formats, including videos, infographics, and interactive polls.
- Utilize social media advertising: Leverage targeted advertising to reach potential students.
2. Build a Vibrant Online Community:
- Encourage student interaction: Host online events, Q&A sessions, and student-led discussions.
- Showcase student success stories: Highlight alumni achievements and student experiences.
- Respond to comments and questions: Engage with followers and build relationships.
3. Leverage Data Analytics:
- Track key metrics: Monitor engagement, reach, and website traffic.
- Analyze data to optimize content: Identify what resonates with the target audience and adjust strategies accordingly.
- Utilize social listening tools: Monitor brand mentions and identify potential issues.
4. Partner with Influencers:
- Identify relevant influencers: Collaborate with individuals who have a strong following among the target audience.
- Develop mutually beneficial partnerships: Offer exclusive content, events, or opportunities for influencers.
5. Embrace Emerging Technologies:
- Explore AI-powered tools: Utilize AI for content creation, audience segmentation, and personalized recommendations.
- Leverage chatbots: Provide instant support and answer frequently asked questions.
- Experiment with virtual reality (VR) and augmented reality (AR): Create immersive experiences to showcase campus life.
5. Basis of Recommendations
These recommendations are based on a comprehensive understanding of Fern Fort University?s strengths, weaknesses, opportunities, and threats. They are also aligned with the university?s mission to provide a high-quality education and create a vibrant learning environment.
- Core competencies and consistency with mission: The recommendations focus on leveraging the university?s strengths, such as its academic reputation and personalized learning approach, to attract new students.
- External customers and internal clients: The recommendations address the needs of both potential students and current students, aiming to create a more engaging and interactive online experience.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate Fern Fort University from its competitors by offering a unique and engaging online presence.
- Attractiveness: The recommendations are expected to improve brand awareness, increase student engagement, and drive enrollment growth.
6. Conclusion
By implementing a comprehensive social media strategy that embraces digital transformation, Fern Fort University can enhance its brand awareness, attract new students, and achieve its enrollment goals. The university must be prepared to adapt to the rapidly evolving social media landscape and continuously innovate to stay ahead of the competition.
7. Discussion
Alternatives:
- Traditional marketing: Focus on print advertising, direct mail, and other traditional channels.
- Limited social media presence: Maintain a basic social media presence with limited engagement.
- Outsourcing social media management: Hire a third-party agency to manage the university?s social media accounts.
Risks:
- Negative online reviews: The university must be prepared to address negative feedback and manage its online reputation.
- Changing social media trends: The university must stay up-to-date with the latest trends and adapt its strategy accordingly.
- Data privacy concerns: The university must comply with data privacy regulations and protect student information.
Key Assumptions:
- The university has the resources to invest in technology and staff training.
- Students are receptive to online learning and engagement.
- The university can effectively measure the impact of its social media efforts.
8. Next Steps
Timeline:
- Month 1: Conduct a thorough social media audit and develop a comprehensive strategy.
- Month 2: Implement social media platforms and begin content creation.
- Month 3: Launch social media advertising campaigns and engage with influencers.
- Month 4: Track key metrics and analyze data to optimize strategy.
- Month 5: Implement new technologies and continue to adapt to changing trends.
Key Milestones:
- Establish a dedicated social media team.
- Develop a content calendar and schedule regular posts.
- Track key metrics and report on progress.
- Engage with students and alumni on social media.
- Continuously improve the social media strategy based on data and feedback.
By taking these steps, Fern Fort University can leverage the power of social media to achieve its strategic goals and secure its future in the rapidly changing landscape of higher education.
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Case Description
Tech Talk is an electronic content publishing portal that publishes articles on information and communication technologies. The articles cover specialized areas such as business analytics, e-governance, e-commerce, web technologies, big data analytics, software project management, telecommunication systems, business management theories, service science, e-payments, and Internet marketing. As a growth strategy, the co- founder of Tech Talk wants to draw traffic by creating a larger social media presence. He wants to use established strategies, and has the following questions: How should he strategize the interaction with readers on social media? With so many platforms like Facebook, Twitter, and LinkedIn, which ones should he focus on? Should he manage the social media marketing in-house or outsource it?
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