Two-Way Symmetrical Communication Pattern: Company Strategy to Build Engagement Through Social Media
Article Sidebar
Main Article Content
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.
Article Details
References
Akbiyik, F., Andac, A., & Karkar, A. (2016). Customer Satisfaction Factor in Digital Content Marketing : Isparta Province as an Example. International Journal of Social Science Studies, 4(5). https://doi.org/10.11114/ijsss.v4i5.1471
Anderson, B. D., Swenson, R., & Gilkerson, N. D. (2016). Understanding Dialogue and Engagement Through Communication Experts’ Use of Interactive Writing to Build Relationships. International Journal of Communication, 10, 4095–4118.
Carboni, J. L., & Maxwell, S. P. (2015). Effective Social Media Engagement for Nonprofits : What Matters? Journal of Public and Nonprofit Affairs, 1(1), 18–28.
Denkta?-?akar, G., & Sürücü, E. (2020). Stakeholder engagement via social media : an analysis of third-party logistics companies. The Service Industries Journal, 40(11–12), 866–889. https://doi.org/10.1080/02642069.2018.1561874
Diamond, S. (2015). The Visual Marketing Revolution. Jakarta: PT Serambi Ilmu Semesta.
Forbes. (2017). How To Sell The Importance Of Engagement Over Fan Growth On Social Media. Retrieved from https://www.forbes.com/sites/joeescobedo/2017/06/12/social-media-engagement/#6ed98b612193
Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalization. PRism, 6 (2), 1–19.
Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. New York: CBS College Publishing.
Indonesia, P. (2019). Membangun “Engagement” Melalui Media Sosial. Retrieved from https://www.prindonesia.co/detail/1418/Membangun-Engagement-Melalui-Media-Sosial
Jelen-Sanchez, A. (2017). Engagement in public relations discipline : Themes , theoretical perspectives and methodological approaches. Public Relations Review. Retrieved from http://dx.doi.org/10.1016/j.pubrev.2017.04.002
Johnston, K. A. (2018). Engagement. The International Encyclopedia of Strategic Communication, 1–10.
Johnston, K. A., & Taylor, M. (2018). The Handbook of Communication Engagement (First Edit). John Wiley & Sons, Inc. Retrieved from https://ebookcentral.proquest.com
Kang, M. (2014). Understanding public engagement: Conceptualizing and measuring its influence on supportive behavioral intentions. Journal of Public Relations Research, 26(5), 399–416. Retrieved from doi:10.1080/1062726X.2014.956107
Ledingham, J. A. (2003). Explicating Relationship Management as a General Theory of Public Relations. Journal of Public Relations Research, 15(2), 181–198. https://doi.org/10.1207/S1532754XJPRR1502
Lovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Information, community, and action: How nonprofit organizations use social media. Journal of Computer Mediated Communication, 17, 337–353.
Manetti, G., & Bellucci, M. (2016). The use of social media for engaging stakeholders in sustainability reporting. Accounting, Auditing & Accountability Journal, 29(6), 985–1011.
Mersham, G. M., Rensburg, R. S., & Skinner, J. C. (1995). Public Relations, Development and Social Investment: A Southern African Perspective. Pretoria: Van Schaik.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46.
Page, R. (2011). Stories and Social Media : Identities and Interaction. Routledge. Retrieved from http://ebookcentral.proquest.com/lib/indonesiau-ebooks/detail.action?docID=958478
Paine, K. (2011). Measure what matters: Online tools for understanding customers, social media, engagement, and key relationships. Westford, MA: John Wiley & Sons.
Roberts, J. (2016). Writing for Strategic Communication Industries. Ohio: The Ohio State University.
Saxton, G., Guo, C., & Brown, W. (2007). New dimensions of nonprofit effectiveness: The application and promise of internet based technologies. Public Performance and Management Review, 31, 144–171.
Solis, B., & Breakenridge, D. (2009). Praise for Putting the Public Back in Public Relations. New Jersey: Pearson Education, Inc.
Sweeney, B. R. (2012). Millennial Behaviors & Demographics, 1–10.
Taylor, M., & Kent, M. L. (2014). Dialogic Engagement : Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384–398. https://doi.org/10.1080/1062726X.2014.956106
Theaker, A. (2016). The Public Relations Handbook (5th Editio). New York: Routledge.
Wilcox, D. L., Ault, P. H., Agee, W. K., & Cameron, G. T. (1998). Public Relations: Strategies and Tactics. New York: Longman.
Woodward, W. D. (2000). Transactional Philosophy as a Basis for Dialogue in Public Relations. Journal of Public Relations Research, 12(3), 255–275.
Wu, Y. (2018). Social media engagement in the digital age. Newspaper Research Journal, 39(3), 287–296. https://doi.org/10.1177/0739532918796236
Yeomans, L., & Topic, M. (2015). Engagement and Empathy Discourses in Corporate Communication : The Case of “The Science of Engagement.” Romanian Journal Of Communication And Public Relations, 17(3), 27–39.