AZIJAH, NUR (2021) AKTIVITAS KOMUNIKASI DIGITAL PUBLIC RELATIONS PT. SATU PERSEN EDUKASI DALAM MEMBANGUN ONLINE ENGAGEMENT MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of increasing use of social media has made manypractitioners public relations in companies take advantage of social media as a tool for establishing communication activities because it has had a positive impact on companies, especially in building engagement with their audiences online or online engagement. However, not all companies that use Instagram social media are able to build their online engagement optimally. This study aims to determine how the digital public relations communication activities carried out by PT. One Percent Education in building online engagement on Instagram social media. There are ten stages of digital PR communication activities implemented by PT. One Percent Education in building their online engagement. The stages of these activities include analyzing problems, situations, research targets, determining communication goals, setting strategies, planning content, production, using media, monitoring and evaluating production. In online engagement there are three categories of feedback consisting of applause, conversation and amplification. The paradigm in this research is post-positivism, a descriptive qualitative approach with a case study method. Primary data collection techniques using in-depth interviews and data examination using source triangulation. The results of this study indicate that PT. One Percent Education has implemented stages of digital public relations communication activities based on planning with appropriate considerations. Starting from the stages of research, pre-production, production, to evaluation, to technical things that need to be done on Instagram social media. Online engagement is built through several Instagram management activities, such as utilizing the instastory feature to communicate the company's identity, adapting to audience needs by packaging interesting content, and actively responding to audience comments and complaints. Keywords: PR Digital Communication, Instagram, Online Engagement Fenomena penggunaan media sosial yang semakin meningkat, membuat banyak praktisi public relations dalam perusahaan ikut memanfaatkan media sosial sebagai salah satu tools untuk menjalin aktivitas komunikasi karena banyak mendatangkan dampak positif bagi perusahaan terutama dalam membangun keterikatan dengan audiensnya secara online atau online engagement. Namun, belum tentu semua perusahaan yang menggunakan media sosial instagram mampu untuk memembangun online engagementnya dengan optimal. Penelitian ini bertujuan untuk mengetahui bagaimana aktivitas komunikasi digital public relations yang dilakukan PT. Satu Persen Edukasi dalam membangun online engagement pada media sosial Instagram. Terdapat sepuluh tahapan aktivitas komunikasi digital PR yang diterapkan oleh PT. Satu Persen Edukasi dalam membangun online engagementnya. Tahapan aktivitas tersebut antara lain adalah menganalisa masalah, situasi, riset target, menentukan tujuan komunikasi, menetapkan strategi, perencanaan konten, produksi, penggunaan media, monitoring dan evaluasi produksi. Dalam online engagement terdapat tiga kategori feedback yang terdiri dari applause, conversation dan amplification. Paradigma dalam penelitian ini adalah post-positivisme, pendekatan kualitatif deskriptif dengan metode studi kasus. Teknik pengumpulan data primer menggunakan in-depth interview serta pemeriksaan data menggunakan triangulasi sumber. Hasil dari penelitian ini menunjukkan bahwa PT. Satu Persen Edukasi telah menerapkan tahapan aktivitas komunikasi digital public relations berdasarkan perencanaan dengan petimbangan-pertimbangan yang sesuai. Mulai dari tahapan riset, pra produksi, produksi, sampai evaluasi, hingga hal-hal teknis yang perlu dilakukan dalam media sosial instagram. Online engagement yang dibangun melalui beberapa kegiatan pengelolaan instagram seperti memanfaatkan fitur instastory untuk mengkomunikasikan identitas perusahaan, menyesuaikan kebutuhan audiens dengan mengemas konten menarik, serta aktif menanggapi komentar dan keluhan audiens. Kata kunci : Komunikasi Digital PR, Instagram, Online Engagement
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