Ivey Publishing
OSSCube: Leveraging Social Media
Product Number:
9B11A007
Publication Date:
06/29/2011
Length:
19 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Ivey/ISB
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.
Learning Objective:
  • Understand the criteria for the evaluation of various social media platforms, in order to form a social media mix for a social media marketing objective.
  • Understand the concept of social media optimization.
Issues:
Disciplines:
Entrepreneurship,  Marketing,  International
Industries:
Professional, Scientific, and Technical Services
Setting:
United States; India, Small, 2010
Intended Audience:
MBA/Postgraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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