Two-Way Symmetrical Communication Pattern: Company Strategy to Build Engagement Through Social Media

Chyntia Novy Girsang, Dorien Kartikawangi
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Abstract

Engagaement in social media plays a significant role in stakeholders management. This study aims to describe the corporate communication strategy in building engagement through two-way symmetrical communication on Instagram social media content, as well as the engagement formed therein. This research uses a constructivist paradigm, qualitative approach with case study on Sinar Mas’ Instagram. Primary data collection was done by in-depth interviews, while secondary data was obtained by observations on Sinar Mas’ Instagram. The results show that corporate strategy to build engagement is by desaining relevant content to everyday life, using creative visual desain tailored to target audience, put audience in an equal position, create simple messages and insert questions so that it can further encourage two-way communication. Researchers also found that in building engagement, company effectively implement symmetrical communication by building interaction, dialogue, reciprocal communication, and trying to always respond the incoming messages. In this case, engagement that is formed is at the intermediate level or at the level of individual analysis which concluded from interaction results and cognitive, affective and behavior engagement of followers on Instagram.

 

Engagement melalui media sosial memainkan peran yang signifikan dalam pengelolaan pemangku kepentingan. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi perusahaan dalam membangun engagement melalui pola komunikasi simetris dua arah pada konten media sosial Instagram, serta engagement yang terbentuk. Penelitian ini menggunakan paradigma konstruktivis, pendekatan kualitatif dengan studi kasus pada Instagram Sinar Mas. Pengumpulan data primer dilakukan dengan wawancara mendalam, sedangkan data sekunder diperoleh dari observasi terhadap Instagram Sinar Mas. Data dianalisis dengan menggunakan konsep komunikasi simetris dua arah dan tingkat keterlibatan. Hasil penelitian menunjukkan bahwa strategi perusahaan untuk membangun engagement adalah dengan merancang konten yang relevan dengan kehidupan sehari-hari, menggunakan visual desain kreatif yang disesuaikan dengan target khalayak, menempatkan khalayak dalam posisi yang setara, membuat pesan yang sederhana dan menyisipkan pertanyaan sehingga dapat lebih mendorong komunikasi dua arah. Peneliti juga menemukan bahwa dalam membangun engagement, perusahaan menerapkan komunikasi simetris dengan membangun interaksi, dialog, komunikasi timbal balik, serta berusaha untuk selalu merespon pesan yang masuk. Dalam hal ini, engagement yang terbentuk berada pada tingkat menengah, yaitu pada tingkat analisis individu berdasarkan interaksi dan keterlibatan secara kognitif, afektif dan perilaku dari pengikut  Instagramnya.

Keywords

engagement; Instagram; social media; symmetrical communication; komunikasi simetris; media sosial

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