Chapter 1
Introduction
In this paper We will discuss what the social media, social media landscape, the characteristic social media and what the best social media platform for brands
key words :social media definitions, social media landscape, characteristic of social media, social media in indonesia
Chapter 2
Social Media
The
Term “social media” refers to the wide range of internet-based and mobile
service that allow users to participate in online exchanges, contribute user-created
content, or join online communities
Interaction in social media includes text, audio, image,
and video etc. The interaction is carried out either between individuals or
groups or a combination of both. Interaction in this social media produces the content
that becomes the essence of the social media. We call it user-generated
content. It could be in the form of recommendation or sharing the existing
content, reviewing and rating products, services and brands, discussing the
certain topic in society, talking about hobby and lifestyle, interests and
passions, experiences and expertise, and others. Practically almost anything
can be shared on social media.
Social Media Landscape
The advancement of internet and digital technology encourages the birth of a digital society whose birth is in line and supported by the presence of many social media with a variety of platforms. We can identify the existence of social media, its diversity and some of the properties and functions of some social media by looking at the social media landscape that exists today. The social media landscape is made up of different platforms and applications that enables people to connect and share in different ways.
If we try to identify and segment social media generally,
we can identify from some of the dominant functions of social media. Although,
that doesn't mean one social media has only one function. Some social media
platforms have some slices of the same function as other social media as well. The four main function of social media in this
model is described in 4 function (Sharing, discussion, networking, and
publishing). The social media landscape below is a global landscape. Some
social media may not be popular enough in Indonesia.
Chapter 3
Social Media in Indonesia
Indonesia Digital Data
Indonesia with a large population (277.7
million) has a very large social media user
(191.4 million). This is supported by high penetration internet in Indonesia. There were 204.7
million internet users in Indonesia in January 2022. It’s means Indonesia’s internet
penetration rate stood at 73.7 percent of the total population. This data was obtained
from Indonesia Digital Data 2022 issued by We are Social
In
addition to the high population penetration rate, the growth of social media
penetration is also quite high +12.6%. And the trend will continue to increase along with the increasing penetration
rate of mobile phone and internet users.
Source: https://datareportal.com/reports/digital-2022-indonesia
Accessing social media is also become a daily
activity that is routinely done with a long spending time, which is an average
of 3 hours 17 minutes. Some of the main reasons Indonesian people actively
access social media are: keeping in touch with friend (58%), filling spare time
(57.5%), seeing what being talked about (50.1%), and looking for think to do or
buy (50%), finding content (48.8%) etc.
Source: https://datareportal.com/reports/digital-2022-indonesia
The Most-used Social Media in Indonesia
WhatsApp, Instagram, Facebook and YouTube are the most-used social media platforms and also the favorite social media platforms in Indonesia.
Social Media: The Choice for the Brands
However, the determination of which social media should
be chosen as a communication channel will largely depend on the objective of
the marketing communication made and who the target audiences are. With
this in mind, the three popular platforms do not necessarily also have to be
the choice of brand channels to convey their marketing message to their target
audience. The brand must first identify what its business objectives, its social
media goals, and who its target audience are (Does the audience of a social
media platform match its target audience or not?) Below are the steps in
digital marketing planning for company:
Source:
Our business objective in our digital marketing plan will
directly impact to our social media goal. This social media goal will help
marketers determine the social media mix used. The following figures are the
example of the integration of business objectives, social media goals and the
metrics as the success indicator for each objective.
Source:
https://blog.hootsuite.com/social-media-best-practices/
Chapter 4
Understanding the Characteristic of Social Media Platform
Recognizing and understanding the characteristics of
social media as one of the choices of communication channels is needed to be
able to determine the right social media to be used in accordance with the objective
of marketing communication (business objective/social media goals). Therefore, the choice of social media used by a brand must be
based on the right understanding of the characteristics of social media used. Good understanding of social media platform will support the effective our digital marketing strategy.
Errors in the selection of social media due to ignorance in addition to causing the risk of not being on target also have the potential for brands to incur marketing communication costs that are much greater than they should (not efficient). In this chapter we will elaborate the characteristics for each social media channel. I gathered from several sources and observations personally for me to describe in the table below:
*Note:
|
Facebook  |
It is the most popular platform
with the most users in the world and also in Indonesia (Indonesia is the most
Facebook user in ASIA after India-2022; 129.9 million users*)
Platform Content: text (main),
image and video, including live video facilities. More choice of engagement
features, and the most complete features in social media
This platform is based on
friendships, family, siblings, coworkers etc. (his friendship-based nature
then gave birth to community pages)-network friendship.
Social
graph (people connected because of they know each other and need approval to
be friends)
In
Indonesia, the user of Facebook mostly are old generation (baby boomer, gen x
and Y)
To market products aimed at a
target demographic like this, Facebook is more appropriate. Less relevant if
for young generation products.
|
|
Instagram
 |
This social media platform is
very strongly positioned as a sharing platform with content in the form of
images, photos (with more aesthetics picture compared to others)- so that’s
why this platform become the main platform used by brand to build awareness
The source is more for life
style content. People follow for beautiful
visuals or videos People also can follow certain
hashtag based on their interest
Instagram facilitate short
video content, very short video (reels) and live video session.
Instagram users mostly the
younger generation (Gen
Y/millennial - Gen Z)
Instagram
user in Indonesia: 99.15 million*
The platform has a high level
of engagement
This platform is suitable for
the brands/products with the target market with younger age groups. (under 40
years old)
|
|
YouTube
 |
The main content is video
format
YouTube is the biggest social
media platform on video basis and the second largest search engine after
Google.
In Indonesia, YouTube user is 139
million*
Platform audience mostly is
millennials generation (born in 1980-2000)
This video-based platform is
very suitable to be utilized by brands to increase brand awareness through
product review content, advertisements, and mini-series programs.
This platform is appropriately
used for brands / products to introduce their products in more detail and
thoroughly to their target audience because they are video-based. The role of
influencers for brands /products is also important on this platform.
|
|
LinkedIn
|
One of the social media
platforms that are very unique when viewed from who the user is and the
purpose of use.
Most of the users are
professionals with a variety of professions, employees who work in companies,
business people, business people.
In Indonesia LinkedIn user :20
million*
The purpose of the connectivity
built on this platform is for the benefit of business, work (finding a job).
Brands can take advantage of
this platform for Business to business or B2B relationships, in addition to
building brands, getting customers who are in accordance with the character
of LinkedIn users. (e.g. educational services, training)
|
|
WhatsApp
|
Actually, WhatsApp is social
media platform with messenger function for its user as the tools for
communication. Currently this platform
is the most-used social media platform for message communication after BBM
(blackberry messenger era) and SMS era.
This content exchange varies
from text, image and video, or link.
This platform is very
appropriate for brands /products that have objective direct communication
directly to the target audience personally or to specific groups (to
introduce products or sell products directly)
|
Chapter 5
Conclusion
The selection of the right social media platform for a brand / product is not considered solely from the popularity of a platform with the largest number of users and spending a lot of time. Consideration of platform selection is more about the results of accuracy between the needs and the selected channel. Brands must choose a platform that is in accordance with its objectives and target market. Therefore, it is very important to make sure a brand sets its goals (business and social media goals) appropriately first, then recognizes and analyzes the choices of social media platforms to understand the characteristics of the platform including the characteristics of its users. Valid insights on this will help brands choose the right channel.
References
Dewing, M.
(2012). Social Media: An Introduction. Library of Parliament.
Hootsuite, W. a.
(2022). Digital Indonesia 2022. We are Social-Hootsuite.
Kaplan, A., &
Haenlein, M. (2010). Users of the World, Unite! The Challenges and
Opportunities of Social Media. Business Horizons Vol.53, 59-68.
Ryan, D. (2014). Understanding
Digital Marketing: Marketing Strategy for Engaging Digitial Generation.
London: Kogan page.
We Are Social
& Hootsuite. (2021). Digital Indonesia 2021. We are Social &
Hootsuite.
Wikipedia.
(2022). Wikipedia.com.
Zambrano, G.
(2022). Digital Marketing Strategy. Jakarta: LSPR Communication &
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