STRATEGI PENGELOLAAN PUBLIKASI PRESTASI LASALLE COLLEGE INDONESIA MELALUI MEDIA SOSIAL FACEBOOK

YOSIKA, YOSIKA (2019) STRATEGI PENGELOLAAN PUBLIKASI PRESTASI LASALLE COLLEGE INDONESIA MELALUI MEDIA SOSIAL FACEBOOK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The use of social media Facebook as an alternative to new media in online publication activities to be able to reach a wider and targeted audience. In its implementation, LaSalle College Indonesia uses Facebook social media to deliver various information that is carried out consistently both in terms of time and content. As a result, there are more followers on LaSalle College Indonesia social media than other similar educational institutions. This research was conducted to find out how the management strategy of publications conducted by Lasalle College Indonesia through Facebook social media using the stages of managing publications from Manager Creations Publications "Brand Awareness Facebook". This study uses a qualitative approach with descriptive research types. The research method used is a single case study by conducting in-depth interviews with informants and conducting observation activities. The results of this study indicate that Lasalle College Indonesia uses Facebook as a media for publication of achievements to communicate its strategy in its aim to attract audience interest and reach wider target audiences to be interested in Lasalle College Indonesia by using soft selling. In its implementation there are several steps that are considered by Lasalle College Indonesia, namely determining the identification of the intended target audience, determining the type of publication content, determining the budget and publication schedule, placing the right publication, and formatting the content and text published on Facebook. Keywords: Strategy, Online Publication, Facebook, Soft Selling Penggunaan media sosial Facebook sebagai alternatif media baru dalam kegiatan publikasi online untuk dapat menjangkau khalayak lebih luas dan tepat sasaran. Dalam implementasinya, LaSalle College Indonesia menggunakan media sosial facebook untuk menyampaikan berbagai informasi yang dilakukan secara konsisten baik dari segi waktu maupun kontennya. Hasilnya jumlah pengikut pada media sosial Facebook LaSalle College Indonesia lebih banyak dibandingkan lembaga pendidikan sejenis lainnya. Penelitian ini dilakukan untuk mengetahui bagaimana strategi pengelolaan publikasi yang dilakukan oleh Lasalle College Indonesia melalui media sosial Facebook dengan menggunakan tahapan - tahapan pengelolaan publikasi dari Manager Creations Publications “Brand Awareness Facebook”. Penelitian ini menggunakan pendekatan kualitatif dengan tipe penelitian deskriptif. Metode penelitian yang digunakan adalah studi kasus (case study) tunggal dengan melakukan wawancara mendalam kepada narasumber dan melakukan kegiatan observasi. Hasil penelitian ini menunjukkan bahwa Lasalle College Indonesia memanfaatkan Facebook sebagai media publikasi prestasi untuk mengkomunikasikan strateginya dalam tujuannya untuk menarik minat audiens dan menjangkau khalayak sasaran lebih luas agar tertarik dengan Lasalle College Indonesia dengan cara soft selling. Dalam pelaksanaannya ada beberapa tahapan yang diperhatikan oleh Lasalle College Indonesia yaitu penentuan identifikasi khalayak sasaran yang dituju, penentuan jenis konten publikasi, penentuan anggaran dan jadwal publikasi, penempatan publikasi yang tepat, dan format konten dan teks yang dipublikasikan dalam Facebook. Kata Kunci: Strategi, Publikasi Online, Facebook, Soft Selling

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 200
Call Number: SK/42/19/010
NIM: 44214110128
Uncontrolled Keywords: Strategi, Publikasi Online, Facebook, Soft Selling
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Nov 2019 02:21
Last Modified: 08 Jan 2020 03:12
URI: http://repository.mercubuana.ac.id/id/eprint/52184

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