Peran social media specialist dalam melakukan kegiatan digital marketing PT Symphony Media Utama

Modjo, Kelvin Chandra Haliem (2022) Peran social media specialist dalam melakukan kegiatan digital marketing PT Symphony Media Utama. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era globalisasi ini, penggunaan media baru terutama media sosial menjadi semakin pesat dan tentunya hal ini memberikan dampak yang begitu besar ke berbagai sektor bisnis yang ada. Tidak hanya masyarakat biasa, tetapi juga perusahaan – perusahaan besar memanfaatkan media sosial baik untuk menjual hingga mengiklankan produk atau jasa yang ditawarkan. Oleh karena itu, PT Symphony Media Utama sebagai perusahaan biro iklan tidak hanya ingin memaksimalkan untuk beriklan di media offline, tapi juga ingin menjual produk – produk yang dimiliki di media online seperti media sosial. Kegiatan magang dilakukan selama tujuh bulan di PT Symphony Media Utama dan berfokus pada Departemen Business Development & Marketing Communication, divisi SEO & Social Media Specialist. Pemagang menggunakan beberapa teori marketing komunikasi sebagai acuan dalam menjalakan program magang ini. Diantaranya adalah, teori komunikasi, marketing communications, marketing mix, integrated marketing communications, new media, dan digital marketing. Tentunya, teori yang sudah disebutkan juga diterapkan oleh pemagang selama menjalankan magang di PT Symphony Media Utama. Perusahaan ini hanya menggunakan dua dari enam saluran pemasaran yaitu Social Media Marketing dan Search Engine Marketing. Sedangkan saluran pemasaran lainnya belum berhasil di implementasikan oleh perusahaan ini karena beberapa saluran pemasaran lainnya masih dalam tahap pengembangan oleh perusahaan ini. / In this era of globalization, the use of new media, especially social media, is becoming increasingly rapid and of course this has a huge impact on various existing business sectors. Not only ordinary people, but also large companies use social media both to sell and advertise the products or services offered. Therefore, PT Symphony Media Utama as an advertising agency company not only wants to maximize advertising in offline media, but also wants to sell its products on online media such as social media. Internship activities are carried out for seven months at PT Symphony Media Utama and focuses on the Department of Business Development & Marketing Communication, SEO & Social Media Specialist division. The intern uses several marketing communication theories as a reference in carrying out this internship program. Among them are, communication theory, marketing communications, marketing mix, integrated marketing communications, new media, and digital marketing. Of course, the theory that has been mentioned is also applied by the intern during the internship at PT Main Media Symphony. This company only uses two of the six marketing channels, namely Social Media Marketing and Search Engine Marketing. While other marketing channels have not been successfully implemented by this company because several other marketing channels are still under development by this company.

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