Title: Forest First Samithi: going social with social media

Authors: Anand Agrawal; Unnikrishnan Sivan Alungal

Addresses: Washington SyCip Graduate School of Business, Asian Institute of Management, Eugenio Lόpez Foundation Building, Joseph R. McMicking Campus, 123 Paseo de Roxas, Makati City, 1229, Philippines ' Intertec Systems, Dubai, PO Tamban Kadavu, Thalikulam, Thrissur, Kerala, 680569, India

Abstract: The case introduces students with the challenges being faced by an organisation in planning and using social media platforms for marketing and promotion. After introducing the organisation, this case describes the first meeting where the team of Forest First Samithi (FFS) volunteers developed a plan for the use of social media. The team agreed to use a metrics to measure the effectiveness of their social media activities. But, during the second meeting, the team found that even after two months of implementation of the plan, that there was a lack of clarity about the objectives of using social media. There was no unanimity on the social media platform to be used, and the effectiveness of the metric also remained unclear. Using this case, students will be able to analyse and discuss the approach of using social media in an organisation, and assess the effectiveness of metrics to measure the success of performance of social media activities in an organisation.

Keywords: social media promotion; metrics; Facebook; blogs; YouTube; social media marketing; case study; performance measurement; clear objectives.

DOI: 10.1504/IJTCS.2015.072635

International Journal of Teaching and Case Studies, 2015 Vol.6 No.3, pp.266 - 280

Received: 25 Apr 2015
Accepted: 01 Jul 2015
Published online: 22 Oct 2015 *

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