Creating a social media strategy

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Succeeding in the digital marketplace calls for strategic planning and savvy execution. Entrepreneurs looking to expand their online presence need to understand the power of Search Engine Optimization (SEO) and social media platforms. In this article, we will walk you through the journey of Tech Talk, a content publishing portal, and its quest to craft a powerful social media strategy. This case study is aimed at providing valuable insights that can help you develop a robust strategy for your entrepreneurial venture.

The Power of SEO and Social Media

Search engines and social media platforms play a crucial role in directing traffic to a website. SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. On the other hand, social media platforms can serve as a significant source of referral traffic. Social media presence is not only an SEO booster but also an excellent stage for businesses to interact with their audience and build brand loyalty.

Understanding SEO Strategies

SEO can be categorized into two main types: Black Hat and White Hat SEO.

Black Hat SEO involves tactics that focus on tricking search engines, often bypassing the guidelines defined by search engines. Some of these tactics include keyword stuffing, using hidden text or links, and creating doorway pages that automatically redirect visitors to a different page.

White Hat SEO, in contrast, focuses on strategies that target a human audience and adhere to search engine guidelines. These techniques include using relevant keywords, creating high-quality content, and establishing backlinks to relevant documents.

Effective SEO could target different types of organic traffic, including image and video search, academic research article search, news search, and industry-specific search engines.

Decoding Social Media Strategies

Having a robust social media presence is of utmost importance for businesses today. However, understanding the scope of social media and leveraging it effectively can be challenging. Social media presence is not just about having a profile on popular platforms such as Facebook, Twitter, and LinkedIn. It involves a much broader spectrum of activities, including content sharing, social networking, and interacting with users.

There are several ways businesses can boost their social media presence. For instance, they can focus on creating high-quality content that encourages users to share and engage with it. They can also engage with influencers and reputed bloggers to increase their visibility.

However, businesses must be cautious about the strategies they employ. While some practices follow ethical guidelines, others might involve buying subscribers or social votes, which are not supported by ethical use of social media websites.

The Tech Talk Case: A Deep Dive

Tech Talk, founded in 2012, was a premium technology and business knowledge portal. Their articles covered specialized areas such as business analytics, e-commerce, big data analytics, and digital marketing. Despite being a new entrant in the highly competitive electronic information publishing industry, Tech Talk managed to make a mark due to its focus on quality content.

By late 2016, the co-founder of Tech Talk, Dr. Aditya Khare, was contemplating how to enhance Tech Talk’s social media presence. Although they were active on several platforms, their social media presence was notably small. Khare understood the potential of social media in their growth strategy and wanted to leverage it to drive traffic to their portal.

However, crafting a social media strategy that could be executed by his small team was proving to be more challenging than he had anticipated. He needed to decide which platforms to focus on, how to engage with readers, and how to invest in building a presence on these platforms.

Understanding the Electronic Content Publishing Industry

The electronic content publishing industry, often termed as knowledge blogs, is one of the fastest-growing industries in the digital economy. It’s fragmented, with thousands of content publishing websites posting news and content spanning various domains.

However, the industry faced a significant challenge in creating a niche to attract and retain readers. Innovative business models and pricing schemes were required for sustenance and growth.

Tech Talk’s Growth Strategy

One of Khare’s objectives was to fuel fast growth by capital inflow from investors. A successful social media strategy would play a key role in this initiative. However, Khare did not want to experiment too much. Instead, he wanted to use established strategies for developing a strong presence on social media.

Analyzing Tech Talk’s Social Media Performance

Tech Talk was generating most of its traffic through search engines and direct visits by subscribers. However, the portal was not generating significant traffic from its social media followers. This discrepancy prompted Khare to delve deeper into social media analytics.

Tech Talk had over 60,000 Twitter followers. However, despite having a large base of followers, it was not generating a significant amount of referral traffic. Similarly, Tech Talk’s Facebook page had about 1,400 subscribers, but the page wasn’t getting much engagement.

This situation led Khare to question the key performance indicators he was tracking. He started wondering if he should identify potential influencers to promote his content.

Crafting a Winning Social Media Strategy

After analyzing the data, Khare realized that he needed to redefine his social media strategy. He understood the countless ways the dynamics of social media marketing affected individual users and communities. Thus, he decided to focus on high-quality content, organic growth of subscribers, and interactions with readers.

Khare also realized that he needed to focus on the right platforms. Given the academic and information-rich nature of Tech Talk’s content, professional networks like LinkedIn could be more suitable for promoting their content. On the other hand, platforms like Facebook and Twitter, which are more casual and entertainment-oriented, might not be the best fit.

Furthermore, Khare understood the importance of managing social media marketing in-house. Given the niche nature of Tech Talk’s content, outsourcing social media management to external agencies might not yield the desired results. Therefore, he decided to keep social media marketing activities within the firm.


The case of Tech Talk provides valuable insights into the process of crafting a social media strategy. It emphasizes the importance of understanding the dynamics of SEO and social media platforms, and using this understanding to leverage these platforms effectively.

Entrepreneurs should not underestimate the power of social media in increasing their online visibility. By understanding their target audience, choosing the right platforms, and crafting a robust social media strategy, they can significantly enhance their online presence and drive their business growth.

The key to a successful social media strategy lies in understanding your audience, creating high-quality content, and choosing the right platforms to promote your content. With the right strategy and execution, social media can become a powerful tool for entrepreneurs to expand their online presence and drive their business growth.


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