Aktivitas dan peran social media officer di PT. Rukita Bhinneka Indonesia = Activities and Roles of Social Media Officer at PT Rukita Bhinneka Indonesia

Kimulia, Ruth Stefani (2022) Aktivitas dan peran social media officer di PT. Rukita Bhinneka Indonesia = Activities and Roles of Social Media Officer at PT Rukita Bhinneka Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kebutuhan papan merupakan salah satu kebutuhan primer manusia. PT Rukita Bhinneka Indonesia mengambil peran dalam memenuhi kebutuhan ini dengan menyediakan layanan coliving untuk memudahkan kebutuhan properti masyarakat Indonesia. Menyediakan hunian yang aman, nyaman, dan bebas ribet merupakan komitmen dari Rukita. Strategi utama yang digunakan oleh Rukita dalam melakukan kegiatan promosi yaitu memanfaatkan sosial media sebagai salah satu marketing tool. Social media officer memegang peranan penting untuk bertanggung jawab atas keseluruhan dari kegiatan promosi yang dilaksanakan di sosial media. Rukita menggunakan berbagai strategi dalam sosial media untuk mendukung kegiatan promosinya. Hal paling menonjol yang dapat dilihat adalah penggunaan sosial media dan influencer marketing dalam digital marketing sebagai fokus utama kampanye marketing. Rukita memanfaatkan teknologi media baru sebagai sarana utama untuk mempromosikan produk dan jasanya. Laporan ini menjelaskan bahwa PT Rukita Bhinneka Indonesia telah berhasil memanfaatkan media sosial yang dimilikinya sebagai sarana atau media promosi yang dapat bersaing di pasar sosial sesuai dengan pedoman kegiatan promosi. Penggunaan media sosial oleh tim sosial media dianggap efektif dan kondusif, meskipun dapat terus dikembangkan dan ditingkatkan dengan penambahan SDM dan perencanaan konten dari beberapa minggu sebelumnya. / Shelter is one of human’s basic needs. PT Rukita Bhinneka Indonesia takes part in fulfilling this need with providing a co-living service that facilitate public’s property needs. Providing a safe, cozy, and hassle-free residence is Rukita’s commitment. The main priority of Rukita when doing promotional activities is using social media as one of the marketing tools. Social media officer has an important role in being responsible of the whole marketing activities. Rukita uses some strategies in social media to support their promotional activities. The use of social media and influencer marketing in digital marketing is the main focus of the marketing campaigns. Rukita utilizes new media technologies as the main platform to promote their products and services. This report explains that PT Rukita Bhinneka Indonesia has succeeded to utilise their social media as a platform or a promotional media that can compete in the new social market as written in the guidelines of promotional activity. The use of social media by the social media team is considered effective and conducive, whereas it can continue to be developed and elevated with the addition of human resources and planning of the contents weeks before.

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