CONTENT MANAGEMENT OF INSTAGRAM KEMENKO PMK IN FORMING BRAND AWARENESS (Case Study on Instagram @kemenko_pmk)

2021 ◽  
Vol 58 (2) ◽  
pp. 4587-4594
Author(s):  
Yoyoh Hereyah, Nisa Amalia
Keyword(s):  
Social Media ◽  
Public Awareness ◽  
Content Management ◽  
Brand Awareness ◽  
Media Communication ◽  
Message Management ◽  
Lack Of Information ◽  
User Comments ◽  
Content Strategy

Instagram ussage is often used as a tool to deliver messages to public, such as to build brand awareness with eWOM (Electronic Word of Mouth), who created by user comments about products or services posted. Purpose of this study are to find out how social media team manage an information for create brand awareness and how public awareness about that content. Using message management theory and brand awareness, this study use a constructivist paradigm with a case study method. The researcher used in-depth interviews with 3 informants of Kemenko PMK instagram and 15 followers. Technical analysis with data reduction, data display, decision making and verification. Data validity checking techniques with triangulation source. The results showed that managing Instagram, Kemenko PMK team was not carry out their duties effectively so instagram is not interactive and not interesting, so public does not know the roles, functions and tasks of Kemenko PMK because the lack of information provided. The suggestion is to be able to set audience and content strategy, implement copy writing, reproduce interesting content and make Instagram as 2-way social media communication.  

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Social Media Branding Strategy in StartUp Business

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Arsiyanti Lestari ◽  
Siswantini Siswantini
Keyword(s):  
Social Media ◽  
Single Case ◽  
Product Category ◽  
Business Strategies ◽  
Brand Awareness ◽  
Branding Strategy ◽  
Case Study Method ◽  
Qualitative Methodologies ◽  
Selection Of

Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up. Keywords: brand, brand awareness, social media, social media branding, strategy

scholarly journals CAPAIAN UNGGAHAN KONTEN AKUN INSTAGRAM GEMBIRA LOKA ZOO (GLZOO) YOGYAKARTA TERHADAP ONLINE ENGAGEMENT PADA MASA PANDEMI COVID-19

2020 ◽  
Vol 15 (1) ◽  
pp. 81
Author(s):  
Dwi Nur Laela Fithriya
Keyword(s):  
Social Media ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Descriptive Research ◽  
Online Engagement ◽  
Tourism Sector ◽  
Qualitative Descriptive

The tourism sector is one of the sectors that was hardest hit when the Covid-19 pandemic hit Indonesia. Tourist visits during the Covid-19 pandemic decreased dramatically. To overcome this situation, serious efforts are needed to keep tourist destinations in demand by visitors, including the case study of Gembira Loka Zoo (GLZoo) Yogyakarta. One of the efforts taken by GLZoo managers is through social media, such as Instagram, in order to maintain the brand awareness of GLZoo as a tourist destination. Tourist destinations that are closely related to social media, in which there is a term that has an important meaning and role, namely online engagement which is a psychological response from social media users (Instagram). Online engagement aims to see how much the uploads on Instagram social media have achieved. This paper uses a qualitative descriptive research method, namely finding a fact with the correct interpretation. Hopefully, with marketing communication using Instagram, it is so that brand awareness in the minds of consumers is maintained, the final goal is of course the top of mind stage. In addition, to get maximum engagements, the GLZoo Instagram account manager seems to have to pay attention to several factors: 1). type of content, 2) upload time, 3) caption, and 4) hashtags. So, when tourists have thoughts of wanting to travel in a category that suits GLZoo, the first thing that tourists remember is GLZoo spontaneously without any assistance or stimulus. Sektor pariwisata merupakan salah satu sektor yang paling terpukul saat pandemi Covid-19 melanda Indonesia. Kunjungan wisatawan saat masa pandemi Covid-19 menurun drastis. Melihat kondisi tersebut, dibutuhkan upaya untuk tetap menjaga agar destinasi wisata tetap diminati oleh para pengunjung, yang dalam tulisan ini penulis mengambil studi kasus Gembira Loka Zoo (GLZoo) Yogyakarta. Salah satu upaya yang ditempuh oleh pengelola GLZoo agar para pengunjung tetap mengingatnya adalah melalui media sosial yang dalam tulisan ini adalah Instagram. Hal ini supaya brand awareness GLZoo sebagai destinasi wisata tetap terjaga, tetap mengenali dan teringat  dibenak masyakarat. Destinasi wisata yang erat kaitannya dengan media sosial, di dalam nya terdapat satu istilah yang memiliki makna dan peran penting yaitu Online engagement yang merupakan respon psikologis dari pengguna media sosial (Instagram) yang dikelompokkan sebagai tindakan interaktif, antara  pengguna media sosial dengan akun destinasi wisata. Online engagement bertujuan untuk melihat seberapa besar capaian dari unggahan-unggahan di media sosial Instagram. Tulisan ini menggunakan metode penelitian deskriptif kualitatif, yaitu pencarian suatu fakta dengan interpretasi yang tepat. Diharapkan, dengan komunikasi pemasaran menggunakan Instagram adalah supaya brand awareness di benak konsumen tetap terjaga, tujuan akhir tentunya adalah pada tahapan top of mind. Selain itu, untuk mendapatkan engagements yang maksimal, pengelola akun Instagram GLZoo nampaknya harus memperhatikan beberapa faktor: 1). jenis konten, 2) waktu upload, 3) caption, dan 4) hashtags. Sehingga ketika wisatawan mempunyai pikiran ingin berwisata dengan kategori yang sesuai dengan GLZoo maka yang pertama kali diingat dibenak wisatawan adalah GLZoo secara spontan tanpa harus diberikan bantuan atau stimulus.

Character assassination as a right-wing populist communication tactic on social media: The case of Matteo Salvini in Italy

2021 ◽  
pp. 146144482110392
Author(s):  
Carlo Berti ◽  
Enzo Loner
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Qualitative Analysis ◽  
Communication Strategy ◽  
Right Wing ◽  
Media Communication ◽  
The People ◽  
Individual Traits ◽  
Social Media Communication

The article conceptualizes character assassination (CA) as a tactic of populist communication on social media by using the case study of Italian politician Matteo Salvini. CA consists of personal attacks aimed at damaging the reputation of individuals, used as political means to attack the “enemies of the people.” By means of CA, populists operate a shift from issues and arguments toward individual traits and behaviors. CA’s importance is linked to the features of social media communication (i.e. disintermediation, speed, virality, fragmentation, emotionality). The article uses content analysis of tweets, and qualitative analysis of relevant examples; it demonstrates the strategic nature of CA in Salvini’s communication and identifies five functions (i.e. polarizing, personalizing, symbolic, discriminating, emotional) of CA in right-wing populist communication. CA’s logic is unpacked, by showing how the delegitimization of individuals is used to reinforce a populist communication strategy. Potential implications and responses to CA are discussed.

scholarly journals Teknologi Komunikasi Informasi Untuk Peningkatan Kesadaran Publik Pada Organisasi Sosial

2018 ◽  
Vol 10 (2) ◽  
pp. 177
Author(s):  
Diah Ayu Candraningrum
Keyword(s):  
Social Media ◽  
Public Awareness ◽  
Brand Awareness ◽  
Research Approach ◽  
Information Communication ◽  
Digital Era ◽  
West Sumatra ◽  
Personal Branding ◽  
Use Of Social Media ◽  
Level Of Understanding

In today's digital era, the need for social media use to achieve goals must be understood, no exception for social organizations. One of them is the Breastfeeding Mothers Association (AIMI), West Sumatra Province. The AIMI branch of the City of Padang also has to socialize the campaign program and policies of its parent organization. But the problem faced is that not all members understand the use of social media to disseminate information and gain public sympathy. Therefore, the problem raised in this research is how the use of AIMI's West Sumatra social media as part of its personal branding strategy, to increase public brand awareness. The theory used is the Personal Branding Theory. The research itself was conducted through a descriptive qualitative research approach with interview techniques, combined with data collection by distributing e-questionnaires to 20 AIMI Padang members and 5 external parties. The result, it is known that the level of understanding of AIMI members in the use of social media to increase public awareness is still lacking, so that an understanding of the use of comprehensive information communication technology is needed. Di era digital saat ini, kebutuhan akan penggunaan media sosial untuk mencapai tujuan harus dipahami caranya, tak terkecuali bagi organisasi sosial. Salah satunya Asosiasi Ibu Menyusui (AIMI) Provinsi Sumatra Barat. AIMI cabang Kota Padang juga harus mensosialisasikan program kampanye dan kebijakan induk organisasinya. Namun permasalahan yang dihadapi adalah bahwa tak semua anggotanya memahami penggunaan media sosial untuk menyebarkan informasi dan meraih simpati publik. Karena itu, permasalahan yang diangkat dalam penelitian ini adalah bagaimana penggunaan media sosial milik AIMI Sumatra Barat sebagai bagian dari strategi personal branding–nya, untuk meningkatkan brand awareness masyarakat. Teori yang digunakan adalah Teori Personal Branding. Penelitian ini sendiri dilakukan lewat pendekatan penelitian kualitatif yang bersifat deskriptif dengan teknik wawancara, dikombinasikan dengan pengumpulan data dengan pembagian e-kuesioner kepada 20 orang anggota AIMI Padang dan 5 orang dari pihak eksternal. Hasilnya, diketahui bahwa tingkat pemahaman anggota AIMI dalam penggunaan media sosial untuk peningkatan kesadaran publik masih kurang, sehingga diperlukan pemahaman tentang penggunaan teknologi komunikasi informasi yang komprehensif.  

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