THE SOCIAL MEDIA STRATEGIC PROCESS TO PROMOTE PRODUCT : A QUALITATIVE STUDY OF PT.BERRYBENKA'S INSTAGRAM ACCOUNT

Abstract

In today’s world, social media go through rapid changes. Social media are now starting to entering the business area, as a tool for promotion. This research focused in Instagram, as a social media that has been currently used as a platform for any kinds of business activity. The companies that use Instagram as their promoting tool, realize how consumers can contribute themselves by sharing their experiences with the companies’ products. The subject of this study is PT. Berrybenka, a company that works on fashion online service in Indonesia. While in this case, the company is active on Instagram, and use it as a tool for promoting the products. The literature that will be used is the social media strategic process to promote the products of the company, and how their audiences react to the efforts. A qualitative method with in-depth interview towards the employee that works at PT. Berrybenka was used in this research. This research has shown that PT. Berrybenka is positive about using social media strategic process to manage their social media. They do see the positive effect, like brand engagement or products exposure. Several valuable suggestions about how to apply the better strategic analysis to determine the objectives and goals also measuring the performance were also provided in this research. The suggestions in this research can be used to create a better social media strategy for the company.