EVALUATION ON THE ROLE OF SOCIAL MEDIA FOR BRANDING IN INDONESIAN STARTUP COMPANIES

Abstract

Through a qualitative research, the focus of this research is to determine the role of social media for branding strategy in Indonesian startup companies. The researcher uses the theory from Miles and Huberman model as references to get data analysis for the data verification. For the analysis the researcher uses SCORE analysis theory and Key Performance Indicator analysis. In the startup business environment, startup needs tools for their branding activity and in this case startup business is using social media. The researcher got the conclusion that the Indonesian startup company has their plan and assessment tools in running social media for their branding activity. They used social media planning content matrix and also social media analytics as a strategy tool and assesment tool in order to get customer insight.