STRATEGI TIM SOCIAL MEDIA SPECIALIST DALAM MENINGKATKAN JUMLAH PENONTON VIDEO DI AKUN TIKTOK @rctiplusofficial (periode November 2022 - Januari 2023)

NATASHA, NATASHA (2025) STRATEGI TIM SOCIAL MEDIA SPECIALIST DALAM MENINGKATKAN JUMLAH PENONTON VIDEO DI AKUN TIKTOK @rctiplusofficial (periode November 2022 - Januari 2023). S2 thesis, Universitas Mercu Buana.

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Abstract

This research is motivated by the rapid development of digital media, which has intensified competition in the over-the-top (OTT) industry. As one of MNC Group’s OTT platforms, RCTI+ is required not only to capture audience attention but also to maintain user loyalty amidst the dominance of global platforms. In this context, the role of the Social Media Specialist team is crucial in designing creative and persuasive digital communication strategies, particularly through TikTok, which has a large user base in Indonesia. The purpose of this study is to analyze the strategies employed by RCTI+ Social Media Specialists in increasing video viewership on the official TikTok account @rctiplusofficial. The theoretical framework is based on the Social Construction of Technology (SCoT), new media theory, communication strategy, and public relations management concepts. This research applies a post-positivist paradigm with a qualitative case study approach. Data were collected through in-depth interviews with the Social Media Specialist team, observation of social media activities, and supporting documentation. The findings indicate that the strategies of RCTI+ Social Media Specialists are carried out through several stages, including identifying target audiences, designing creative content aligned with current trends, maintaining posting consistency, and conducting evaluations using data analytics. In addition, the application of call to action (CTA) proved effective in encouraging audience interaction and increasing engagement. These structured strategies successfully boosted video viewership and expanded RCTI+’s digital audience reach. Keyword: Social Media Specialist, Social Media Strategy, SCOT (Social Construction of Technology), Tiktok, RCTI+ Penelitian ini dilatarbelakangi oleh perkembangan pesat media digital yang mendorong persaingan ketat di industri over-the-top (OTT). RCTI+ sebagai salah satu platform OTT milik MNC Group dituntut mampu menarik perhatian audiens sekaligus mempertahankan loyalitas pengguna di tengah dominasi platform global. Untuk itu, tim Social Media Specialist memiliki peran penting dalam merancang strategi komunikasi digital yang kreatif dan persuasif, terutama melalui media sosial TikTok yang memiliki jumlah pengguna besar di Indonesia. Tujuan penelitian ini adalah menganalisis strategi tim Social Media Specialist RCTI+ dalam meningkatkan jumlah penonton video di akun TikTok @rctiplusofficial. Landasan teorinya meliputi Social Construction of Technology (SCoT), teori media baru, strategi komunikasi, serta konsep manajemen Public Relations. Penelitian ini menggunakan paradigma postpositivisme dengan pendekatan kualitatif studi kasus. Data diperoleh melalui wawancara mendalam dengan tim Social Media Specialist, observasi aktivitas media sosial, serta dokumentasi pendukung yang relevan. Hasil penelitian menunjukkan bahwa strategi tim Social Media Specialist RCTI+ dilakukan melalui beberapa tahapan, yaitu memahami target audiens, merancang konten kreatif yang sesuai tren, menjaga konsistensi unggahan, serta melakukan evaluasi berbasis data analitik. Selain itu, penggunaan call to action (CTA) terbukti efektif dalam mendorong interaksi audiens dan meningkatkan engagement. Strategi yang terstruktur ini berhasil meningkatkan jumlah penonton video serta memperluas jangkauan audiens RCTI+ di ranah digital. Keyword: Social Media Specialist, Social Media Strategy, SCOT (Social Construction of Technology), Tiktok, RCTI+

Item Type:	Thesis (S2)
Call Number CD:	CD/552. 25 029
NIM/NIDN Creators:	55222120005
Uncontrolled Keywords:	Social Media Specialist, Social Media Strategy, SCOT (Social Construction of Technology), Tiktok, RCTI+
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 > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Pascasarjana > Magister Ilmu Komunikasi
Depositing User:	Pandu Risdiyanto
Date Deposited:	26 Sep 2025 08:54
Last Modified:	26 Sep 2025 08:54
URI:	http://repository.mercubuana.ac.id/id/eprint/98512

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