The
Ayojak case we discussed in the class highlighted the role of appropriate social
media content strategy for attaining organizational goals.
Ayojak
was an online event management product solution
that offered services for
both event hosts and event attendees. The company had two operational products:
Ayojak Ticketing and Ayojak Social Meets, and was looking to add two additional
products: Ayojak Conference and Ayojak Event Promote. Ayojak used Facebook,
Twitter and a corporate blog as its primary social media platforms. Ayojak
relied on use of social media for its business promotion heavily, therefore it
should have made the most of opportunities that social media offers for
connecting to the clients.
However,
the use of social media was mostly for promoting its client’s events. And also,
if we look closely at the Ayojak’s content strategy it is very clear that they
were mostly using Pushing Content tactics. Other available social media tactics
that are Pulling, Networking and Customer Service were hardly used.
This
was a mistake on the part of Ayojak in a way that it downplayed the brand of
Ayojak and it led to spamming the users having diverse interest with event
updates about events irrelevant to them.
The
company outsourced the management of these platforms to a Noida based social
media agency. That was a debatable strategy, the Social Media as a tool has to
be used for connecting to your clients. The company outsourced the social media
platforms to agency, who had little insight about the event management
industry.
With
new products being launched, and desire to engage large size clients, the
content media strategy of Ayojak definitely need a review.
We
would recommend that for Ayojak should:-
i.
Review its decision to outsource the
Social Media activities.
ii.
To focus on large clients, they should desist
from broadcasting everything to their clients. They should develop demographic
data and engage clients on their interest areas only.
iii.
Not to promote other organizers events
on its own social media platform, to protect its own identity, and retain
customer interest.
iv.
Differentiate between marketing an
event and marketing the content about Ayojak on the social media platform.
Note:- This is a group posting on behalf of Ritesh Kavdia, Min Hyoung Kim and Anand Kumar Singh.
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