MANAJEMEN STRATEGIK PEMASARAN PENDIDIKAN  BERBASIS MEDIA SOSIAL DI MADRASAH ALIYAH  YAYASAN PONDOK PESANTREN BABAKAN JAMANIS  PARIGI PANGANDARAN

This study describes an overview of the use of social media as a management marketing strategy at Madrasah Aliyah Yayasan Pondok Pesantren Babakan Jamanis. The benefits of social media as a marketing tool in the world of education in the era of the 4.0 industrial revolution are the right choice because it is increasingly accessible to various groups. This research is qualitative research with data collection methods through observation, in-depth interviews, and documentation. The results show that the social media-based educational marketing strategy management is used, namely: Facebook, Instagram, and Youtube by first identifying in the community which then becomes an educational marketing strategy by highlighting the achievements of these institutions. The management of private education, supported by stakeholders and adequate facilities has provided a distinctive feature and strength in the management of educational marketing strategies at Madrasah Aliyah Yayasan Pondok Pesantren Babakan Jamanis.

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Modern Approaches to Formation of a Social Media Marketing Strategy

Business Inform ◽

10.32983/2222-4459-2021-2-346-351 ◽

2021 ◽

Vol 2 (517) ◽

pp. 346-351

Author(s):

P. O. Chemorda ◽

◽

N. V. Vasiutkina ◽

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Social Media Marketing ◽

Current State ◽

The Social ◽

The Face ◽

Content Strategy ◽

Marketing Tool ◽

Use Of Social Media

The article explores modern approaches to formation of a social media marketing strategy, taking into account the dynamics of their development, peculiarities of functioning and possible goals that can be set by economic actors on the face of such a marketing segment. A modern view on the use of social media as a marketing tool is specified, the specific features and existing approaches to the formation of marketing strategies in this sphere are defined. The current state and specificity of social media for business, marketing and consumer behavior are studied and analyzed. A characterization of the existing approaches to the formation of a social media marketing strategy is provided. The main functions of social media marketing content are allocated and generalized, namely: audience search, engagement, coordination and cooperation, which should become the basis for building up an effective strategy. The peculiarities of each function in the context of their application by different enterprises for various purposes are considered; their specifics are defined and summarized. The specifics of social media marketing work in the context of choosing goals and means of interacting with the audience through content are analyzed, on the basis of which two main approaches to the formation of a content strategy for social media marketing, namely consumer and customer approaches, are summed up and classified. Their role, place and importance in forming the strategy of marketing interaction with consumers, partners and other users of social media are substantiated. A characterization of these approaches in the context of their goals, instruments and means is presented. Based on the carried out research, elements of the problem such as social media content marketing functions, their role in shaping social media strategy are generalized and classified; also generalized and allocated are the approaches to the formation of social media marketing. Based on this information, it is possible to take a more objective approach to the formation of the social media marketing strategy necessary for the goals of an enterprise, and on the basis of the drawn conclusions – to carry out further research in this direction.

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Using Social Media Marketing for Competitive Advantage

Advances in Marketing, Customer Relationship Management, and E-Services - Competitive Social Media Marketing Strategies ◽

10.4018/978-1-4666-9776-8.ch010 ◽

2016 ◽

pp. 201-218

Author(s):

Amir Manzoor

Keyword(s):

Social Media ◽

Competitive Advantage ◽

Marketing Strategy ◽

Marketing Strategies ◽

Customer Relationships ◽

Social Media Marketing ◽

The Social ◽

Social Media Tools ◽

Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

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Analisis Strategi Pesan Content Marketing Untuk Mempertahankan Brand Engagement

Jurnal Komunikasi ◽

10.24912/jk.v10i2.2619 ◽

2018 ◽

Vol 10 (2) ◽

pp. 167

Author(s):

Nigar Pandrianto ◽

Gregorius Genep Sukendro

Keyword(s):

Social Media ◽

Brand Engagement ◽

Descriptive Research ◽

The Social ◽

Marketing Activities ◽

Content Strategy ◽

Use Of Social Media ◽

The Right ◽

Culinary Culture ◽

Content Marketing

The use of social media as an alternative medium to communicate marketing messages is increasingly massive. In the landscape of the contemporary marketing industry that is commonly called content marketing. But the use of this medium is not always use the right strategy. The strategy in this context is content strategy. The result, this process does not show the expected results. One of them is that there is no significant brand awareness among audiences. Even though the use of marketing content appropriately can produce a very obvious engagament brand. Therefore it is always interesting to observe the content strategy used by a brand, then see if the strategy used is appropriate to the intended goal or not. Likewise with the marketing activities that Pasar Papringan tries to do through the Instagram account @PasarPapringan. In this study the author will examine the marketing content of social media Instagram accounts Pasar Papringan. The research method used in this study is qualitative research. Meanwhile, the type of research used in this study is descriptive research that systematically describes facts or characteristics of certain populations in a factual and careful manner. From here the author will see whether the social media marketing content has been produced according to its purpose or not. The results of the study show that the content strategy chosen by the Pasar Papringan account is informative only, and this not relevant to the audience. The relevance of the content will be obtained if Pasar Papringan does a deeper profiling to the audience and explore themes that are relevant to the Pasar Papringan itself, like culinary, culture, dan peoples around Pasar Papringan. Pemanfaatan media sosial sebagai medium alternatif untuk mengomunikasikan pesan-pesan pemasaran semakin masif. Dalam lanskap industri marketing kontemporer ini yang lazim disebut konten marketing. Namun pemanfaatan medium ini tidak selalu dibarengi pemilihan strategi yang tepat. Strategi yang dimaksud adalah strategi konten. Akibatnya komunikasi yang dilakukan tidak memperlihatkan hasil yang memuaskan. Salah satunya adalah tidak terlihatnya brand engagament secara signifikan. Padahal pemanfaatan konten marketing secara tepat dapat menghasilkan brand engagament yang sangat kentara. Oleh sebab itu selalu menarik untuk mengamati strategi konten yang digunakan oleh sebuah brand, lalu melihat apakah startegi yang digunakan telah sesuai atau tepat denga tujuan yang diharapkan. Begitu juga dengan aktivitas marketing yang dicoba dilakukan oleh Pasar Papringan melalui akun Instagram @PasarPapringan. Dalam penelitian ini penulis akan meneliti konten marketing media sosial akun Instagram Pasar Papringan. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kualitatif. Sedangkan, jenis penelitian yang digunakan dalam penelitian ini adalah penelitian yang sifatnya deskriptif yang menggambarkan secara sistematis fakta atau karakteristik populasi tertentu secara faktual dan cermat. Dari sini penulis akan melihat apakah konten marketing media sosial tersebut telah diproduksi sesuai tujuannya atau belum. Hasil penelitian memperlihatkan strategi konten yang dipilih oleh akun Pasar Papringan masih bersifat informatif, dan belum relevan dengan audiens. Relevansi konten akan diperoleh jika Pasar Papringan dapat melihat lebih dalam profil audiens dan mengeksplorasi tema-tema yang relevan dengan Pasar Papringan itu sendiri, seperti kuliner, kebudayaan, orang-orang yang ada di seputar Pasar Papringan.

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Impact of social media on children´s relationship with brands

SHS Web of Conferences ◽

10.1051/shsconf/202111501003 ◽

2021 ◽

Vol 115 ◽

pp. 01003

Author(s):

Nikoleta Hutmanová ◽

Peter Dorčák

Keyword(s):

Social Media ◽

New Zealand ◽

Qualitative Approach ◽

Brand Awareness ◽

Age Group ◽

Media Usage ◽

The Social ◽

Use Of Social Media ◽

The Impact ◽

Depth Interviews

The paper focuses on how social media usage by children determines their interactions with consumer brands. First it describes how and when young children develop brand awareness and which are the most important predictors of this development. Those findings are then put in connection with the impact of social media. We elaborate on a deeper level how children approach online communications with brands in the social media context. Our assumptions are supported by a research conducted on a group of New Zealand children, both boys and girls in the age group of 11-14 years. This qualitative approach was implemented using in-depth interviews and identifies three key modes of brand interaction behaviour when young consumers use social media. According to these findings we assume that there is a connection between the use of social media and children´s relationship with consumer brands.

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Social Media Strategies for Small and Medium Scale Enterprise in the Klang Valley Region of Malaysia

Start-Ups and SMEs ◽

10.4018/978-1-7998-1760-4.ch010 ◽

2020 ◽

pp. 154-177

Author(s):

Donovan Chan ◽

Sameer Kumar

Keyword(s):

Social Media ◽

Educational Attainment ◽

The Social ◽

New Business ◽

Travelling Time ◽

Klang Valley ◽

Marketing Tool ◽

Use Of Social Media ◽

Staffing And Training ◽

Industry Sectors

Despite the current widespread adoption and use of social media as a marketing tool, very little empirical research focusing on local small and medium-sized enterprises (SMEs) is available. This study examines the usage of social media by small and medium-sized enterprises (SMEs) in Malaysia. The study assesses the impacts of age, educational attainment, and industry characteristics to the utilization, perceived benefits and barriers of SMEs. Results of the study indicate that social media is used by most SMEs for customer acquisition and its benefits are developing new business opportunities, reduced cost of advertising, 24 hours accessibility and decreased travelling time. The results however indicate that there is a lack of allocation of resources mainly in staffing and training when adopting the social media. Results also indicate that manager's age and educational attainment had significant impacts on social media strategies. The results did not reveal any evidence of different industry sectors relevance towards social media strategies. Implications for research are discussed.

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A Sociological Analysis of the Utilization of Social Media in Women Migrant Workers in Developing Social Entrepreneurship

International Journal of Innovative Technology and Exploring Engineering - Special Issue ◽

10.35940/ijitee.l3864.1081219 ◽

2019 ◽

Vol 8 (12) ◽

pp. 4661-4666

Keyword(s):

Social Media ◽

Social Entrepreneurship ◽

Migrant Workers ◽

Mixed Method ◽

Sociological Analysis ◽

Marginal Group ◽

The Social ◽

Use Of Social Media ◽

Depth Interviews ◽

Female Migrant

The purpose of this study was to sociologically analyze the use of social media in female migrant workers in the development of social entrepreneurship. The study used a qualitative approach with a mixed method. Data was taken using in-depth interviews, observations, FGDs, and full survey enumerators. This study shows that the more frequent the intensity of migrating abroad, the higher the income (economic remittances) and social remittances (knowledge and experience) will be. Van Dijk (2006) stated that digital social media is able to penetrate the social structures that exist in society. The results of this study reveal the same phenomenon as Van Dijk's theory, female migrant workers who were previously considered a marginal group was able to create social networks through social media for the development of social entrepreneurship. The results of this study revealed a different phenomenon from the theory from Massey (1990) which stated that international migration will take place continuously (cumulative causation). This was because there have been developments of social entrepreneurship supported by social media, providing alternative jobs in the workers' hometowns.

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Role of Social Media Networks in Promoting Hotel Industry

International Journal of Scientific Research in Science and Technology ◽

10.32628/ijsrst218312 ◽

2021 ◽

pp. 40-47

Author(s):

Reena Lakha ◽

Prof (Dr) A C Vaid

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Hotel Industry ◽

Social Media Marketing ◽

Social Media Networks ◽

Social Media Site ◽

The Social ◽

Use Of Social Media ◽

Insight Into

In recent years, the hotel industry has started to follow social media marketing strategy as part of its marketing campaign to improve its brand value. Social networking channels are the means a hotel is promoting itself through. There are various channels that the hotels use to communicate with the clients. This paper aims to pick the best channel and use it wisely, so it helps the hotel industry the most. This paper aims to identify the available social media sites for the hotel industry. This study adds new knowledge regarding the hotel's most common social media site. The paper will provide insight into the medium of the social site used for communications and the use of social media advertisements as an integral part of the hotel's marketing strategy.

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Influence of Rose All Day Instagram Sales Promotion Message And Endorsement By Beauty Influencer on Followers Buying Intention

Jurnal Riset Komunikasi ◽

10.38194/jurkom.v4i2.350 ◽

2021 ◽

Vol 4 (2) ◽

pp. 215-231

Author(s):

Jessica Aisyah Larasati ◽

Daniel Susilo

Keyword(s):

Social Media ◽

Online Survey ◽

Sales Promotion ◽

Elaboration Likelihood ◽

The Social ◽

Likelihood Model ◽

Social Media Platforms ◽

Marketing Tool ◽

Use Of Social Media ◽

Promotional Messages

This research was conducted due to the widespread use of social media as a marketing tool in Indonesia. This phenomenon has led to a social media marketing strategy through Instagram, one of the social media platforms used by a local cosmetic company called Rose All Day Cosmetics. This study aimed to determine the effect of the attractiveness of sales promotion messages on Rose All Day Cosmetics' Instagram account and endorsement by beauty influencers on followers' buying intention. The theories used in this research were the Elaboration Likelihood Model, the attractiveness of promotional messages, endorsement, and purchase interest theory. This research was quantitative explanative research through an online survey distributed using the direct message feature on Instagram to 398 respondents previously determined by the Yamane formula. The data obtained were tested with multiple linear regression. The findings indicated that each variable significantly influences the followers' buying intention partially or simultaneously, with a simultaneous effect of as much as 51,3% impact degree. The company must continue to follow the development of influencers, especially in the realm of micro-influencers

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Fashion and Social Media

Handbook of Research on Global Fashion Management and Merchandising - Advances in Logistics, Operations, and Management Science ◽

10.4018/978-1-5225-0110-7.ch026 ◽

2016 ◽

pp. 649-669

Author(s):

Hanna Kontu ◽

Alessandra Vecchi

Keyword(s):

Social Media ◽

New Media ◽

Fashion Industry ◽

Media Environment ◽

Italian Market ◽

Exploratory Approach ◽

The Social ◽

Marketing Tool ◽

Use Of Social Media

Although it is clear that social media is powerful, many luxury fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, this chapter studies the use of social media in the luxury fashion industry through three case studies from the Italian market. The aim is to understand the role of social media as a strategic marketing tool and its broader implications to the overall marketing strategy. The findings arising from this research can help practitioners and managers to make sense of the social media environment and better understand how to design social media activities to engage with the luxury fashion consumer.

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