Harvard Case - MTS: Strategies for Managing Social Media Platforms
"MTS: Strategies for Managing Social Media Platforms" Harvard business case study is written by Yasser Rahrovani. It deals with the challenges in the field of Information Technology. The case study is 14 page(s) long and it was first published on : Oct 29, 2019
At Fern Fort University, we recommend MTS implement a comprehensive digital transformation strategy focused on leveraging social media platforms as a core element of their business model. This strategy should encompass a holistic approach to integrating social media into all aspects of the business, from marketing and customer service to product development and internal communication.
2. Background
MTS, a leading telecommunications company in Russia, faces the challenge of adapting to the rapidly evolving digital landscape. While they have a strong presence in traditional telecommunications, they are struggling to effectively leverage social media platforms to engage customers and drive business growth. The case study highlights the company's fragmented approach to social media management, leading to inconsistent messaging, missed opportunities, and a lack of data-driven insights.
The main protagonists are:
- Mikhail Gerashchenko: MTS CEO, who recognizes the need for a more strategic approach to social media.
- Olga Petrova: Head of Marketing, who is tasked with developing a new social media strategy.
- The MTS Social Media Team: A group of employees responsible for managing social media accounts across different platforms.
3. Analysis of the Case Study
This case study can be analyzed using the Porter's Five Forces Framework to understand the competitive landscape and identify potential opportunities for MTS:
- Threat of New Entrants: The telecommunications industry is characterized by high barriers to entry due to significant capital investments required for infrastructure. However, the emergence of new technologies like 5G and cloud computing could create opportunities for new players.
- Bargaining Power of Buyers: Customers have a high degree of bargaining power in the telecommunications industry due to the availability of multiple service providers. MTS needs to differentiate itself through innovative services and exceptional customer experience.
- Bargaining Power of Suppliers: The bargaining power of suppliers, such as equipment manufacturers and network providers, is moderate. MTS can leverage its scale and relationships to negotiate favorable terms.
- Threat of Substitute Products: The threat of substitute products is high, with services like over-the-top (OTT) messaging and video conferencing gaining popularity. MTS needs to adapt its offering to compete with these substitutes.
- Competitive Rivalry: The telecommunications industry is highly competitive, with established players like MTS facing competition from both traditional and emerging players. MTS needs to focus on differentiation and innovation to maintain its market share.
In addition to the Porter's Five Forces analysis, the case study also highlights the need for Digital Transformation at MTS. The company needs to shift its focus from traditional telecommunications to leveraging digital channels, including social media, to engage with customers, enhance customer experience, and drive business growth.
4. Recommendations
To effectively leverage social media platforms, MTS should implement the following recommendations:
1. Develop a Comprehensive Social Media Strategy:
- Define clear goals and objectives: Align social media goals with overall business objectives, such as customer acquisition, brand awareness, and revenue generation.
- Target audience segmentation: Identify specific customer segments and tailor content and messaging accordingly.
- Platform selection and optimization: Choose the most relevant social media platforms for target audiences and optimize content for each platform's unique characteristics.
- Content strategy and calendar: Develop a consistent content strategy that delivers valuable and engaging content to target audiences.
- Social listening and analytics: Utilize social listening tools to monitor brand mentions, customer sentiment, and industry trends. Analyze data to optimize content and engagement strategies.
2. Invest in Technology and Infrastructure:
- Social media management platform: Implement a centralized social media management platform to streamline content creation, scheduling, and reporting.
- Data analytics tools: Utilize data analytics tools to track key performance indicators (KPIs), identify trends, and optimize campaigns.
- Customer relationship management (CRM) integration: Integrate social media platforms with the CRM system to provide a unified view of customer interactions and personalize communication.
- Cloud computing infrastructure: Leverage cloud computing to scale social media infrastructure and ensure high availability.
3. Enhance Social Media Team Capabilities:
- Skill development and training: Invest in training for the social media team on content creation, community management, social listening, and data analytics.
- Cross-functional collaboration: Foster collaboration between the social media team and other departments, such as marketing, customer service, and product development.
- Performance management and incentives: Establish clear performance metrics and provide incentives for achieving social media goals.
4. Foster a Data-Driven Culture:
- Data-driven decision making: Encourage a data-driven culture where decisions are based on insights from social media analytics.
- Regular reporting and analysis: Develop regular reports on social media performance and share insights with relevant stakeholders.
- Experimentation and optimization: Continuously test and optimize social media strategies based on data analysis.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: MTS's core competency lies in providing telecommunications services. By leveraging social media, MTS can enhance customer experience, build brand loyalty, and drive revenue growth, aligning with its mission.
- External customers and internal clients: These recommendations address the needs of both external customers and internal clients, including marketing, customer service, and product development teams.
- Competitors: MTS needs to stay ahead of the competition by adopting innovative social media strategies and leveraging data-driven insights.
- Attractiveness ' quantitative measures: The impact of these recommendations can be measured through KPIs such as website traffic, social media engagement, customer satisfaction, and revenue growth.
6. Conclusion
By implementing these recommendations, MTS can transform its social media presence from a fragmented and reactive approach to a strategic and data-driven one. This will enable the company to effectively engage with customers, build brand loyalty, and drive business growth in the increasingly digital world.
7. Discussion
Alternative approaches to managing social media include:
- Outsourcing social media management: This option could provide access to specialized expertise but may lead to a lack of control and internal knowledge.
- Focusing on a single social media platform: This approach could be more manageable but may limit reach and engagement potential.
The key risks associated with these recommendations include:
- Resistance to change: Employees may resist adopting new technologies and processes.
- Data privacy concerns: MTS needs to ensure compliance with data privacy regulations.
- Lack of resources: Implementing a comprehensive social media strategy requires significant investment in technology, infrastructure, and personnel.
8. Next Steps
MTS should implement these recommendations in a phased approach:
- Phase 1 (Short-Term): Develop a comprehensive social media strategy, select a social media management platform, and train the social media team on content creation and community management.
- Phase 2 (Mid-Term): Integrate social media platforms with the CRM system, implement data analytics tools, and establish a data-driven decision-making culture.
- Phase 3 (Long-Term): Continuously optimize social media strategies based on data analysis, explore new technologies like AI and machine learning, and build a strong social media presence across key markets.
By following these steps, MTS can successfully leverage social media to drive business growth and thrive in the digital age.
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Case Description
Montreal Toheed Society (MTS), a community-based organization founded in 2012, has adopted various social media technologies to capture member interactions and to make the work of its board of directors more efficient and effective. The organization attempted to meet its needs by using JomSocial at first, followed later by Viber. MTS was partially successful in reaching its social media goals by implementing the Viber platform. The organization is now considering migrating to a new platform to overcome some limitations of the Viber technology. Two options for a new social media platform are Telegram and WhatsApp. In order to ensure a successful migration to a new platform, MTS must consider several questions: What should be the governing structure of the new social media platform? What would be the optimal balance of user freedom versus control? What sort of content should be allowed on the platform? Given its structure, how can MTS find the resources to manage a larger digital community?
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