The Implementation of Social Media Management of Unigraha Hotel Instagram Account
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Institusion
Politeknik Negeri Bengkalis
Author
Ningsih, Dea Cahya
Subject
531 Sastra (dan Bahasa) Inggris
Datestamp
2024-08-24 06:51:36
Abstract :
This research describes how the social media Instagram @unigrahahotel implements its social media management with the aim of knowing the content strategy on Unigraha Hotel's Instagram account in promoting its business products and services, understanding the Instagram features used by Unigraha Hotel, and evaluating the effectiveness of responses and comments applied to the account. This research uses a qualitative descriptive method, which is carried out through the collection of observations and documentation. The results of this research data show that Unigraha Hotel effectively utilizes Instagram features such as posts, stories, and reels for promotion. Posts are used for detailed promotions, stories for updates and collaborations, and reels for interesting videos. However, the use of live content for real-time interaction has not been maximized. Hashtag analysis shows increased visibility and engagement with the use of specific and relevant hashtags. While the account responds well to specific questions, interaction with general comments is less proactive. Overall, Unigraha Hotel's Instagram strategy shows some weaknesses in the effectiveness of the content strategy implemented.
This research describes how the social media Instagram @unigrahahotel implements its social media management with the aim of knowing the content strategy on Unigraha Hotel's Instagram account in promoting its business products and services, understanding the Instagram features used by Unigraha Hotel, and evaluating the effectiveness of responses and comments applied to the account. This research uses a qualitative descriptive method, which is carried out through the collection of observations and documentation. The results of this research data show that Unigraha Hotel effectively utilizes Instagram features such as posts, stories, and reels for promotion. Posts are used for detailed promotions, stories for updates and collaborations, and reels for interesting videos. However, the use of live content for real-time interaction has not been maximized. Hashtag analysis shows increased visibility and engagement with the use of specific and relevant hashtags. While the account responds well to specific questions, interaction with general comments is less proactive. Overall, Unigraha Hotel's Instagram strategy shows some weaknesses in the effectiveness of the content strategy implemented.
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