EVALUASI MANAJEMEN MEDIA SOSIAL INSTAGRAM MENGGUNAKAN FRAMEWORK DRAGONS: STUDI KASUS PADA PROGRAM STUDI PASCASARJANA DI SURABAYA

Authors

  • Arie Viriawan Ruse Universitas Kristen Petra
  • Ferry Jaolis Universitas Kristen Petra
  • Serli Wijaya Universitas Kristen Petra

:

https://doi.org/10.9744/jmp.17.1.17-23

Keywords:

media sosial, strategi, konten, engagement

Abstract

Dalam lima tahun terakhir, tidak sedikit universitas yang mulai memanfaatkan media sosial untuk membangun engagement dengan pemangku kepentingan utamanya seperti mahasiswa dan calon mahasiswa. Dalam manajemen media sosial sebagai sarana pemasaran, perlu adanya rancangan strategi konten yang efektif untuk mendorong performa pemasaran sebuah universitas lewat engagement. Penelitian ini bertujuan untuk menganalisis efektivitas manajemen media sosial dari sebuah akun Instagram program pascasarjana di salah satu universitas di Surabaya menggunakan framework DRAGONS. Framework ini terdiri dari tujuh elemen utama yaitu Dialogue, Relatability, Authenticity, Give, Opinion, Niche dan Sales Hasil penelitian menunjukkan, bahwa sejauh ini menajemen media sosial dari objek analisis masih menitikberatkan pada elemen Dialogue dan Relatability dari keseluruhan elemen framework. Rekomendasi praktikal terkait perancangan dan penerapan konten Instagram dari objek analisis berdasarkan elemen DRAGONS lainnya yang belum dielaborasi juga diberikan untuk meningkatkan engagement para pengikut akun Instagram dari program studi.

Author Biographies

Ferry Jaolis, Universitas Kristen Petra

SINTA ID: 6710671

Serli Wijaya, Universitas Kristen Petra

SCOPUS ID: 55968504200, SINTA ID: 5982037, GS ID: lrIy1ZoAAAAJ&hl=en&oi=ao

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Published

2023-06-21

How to Cite

Ruse, A. V., Jaolis, F., & Wijaya, S. (2023). EVALUASI MANAJEMEN MEDIA SOSIAL INSTAGRAM MENGGUNAKAN FRAMEWORK DRAGONS: STUDI KASUS PADA PROGRAM STUDI PASCASARJANA DI SURABAYA. Jurnal Manajemen Pemasaran, 17(1), 17-23. https://doi.org/10.9744/jmp.17.1.17-23

Issue

Vol. 17 No. 1 (2023): April 2023

Section

Articles

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Copyright (c) 2023 Arie Viriawan Ruse, Ferry Jaolis, Serli Wijaya

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This work is licensed under a Creative Commons Attribution 4.0 International License.