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Harnessing Employee Influence on Social Media : A Qualitative Case Study An Indonesian Company

Wibawa, Marlodieka LU (2018) SKOM12 20181
Department of Strategic Communication
Abstract
This study examines the problem of implementing the employee as social media influ-encer to spread the company messages on social media. The research aim to answer how the role of an employee could contribute to the development of the company brand through employee as a social media influencer. A qualitative approach is used to analyze the phenomenon with the help of a single case study of the Pertamina Trooper campaign. Document analysis of the policy, guidelines, as well as the corporate social media account, have been analyzed to elaborate the case study. Interviews with the department responsible for the campaign are conducted to explore this strategy further. The result of the study shows that employee as a social media influencer is... (More)
This study examines the problem of implementing the employee as social media influ-encer to spread the company messages on social media. The research aim to answer how the role of an employee could contribute to the development of the company brand through employee as a social media influencer. A qualitative approach is used to analyze the phenomenon with the help of a single case study of the Pertamina Trooper campaign. Document analysis of the policy, guidelines, as well as the corporate social media account, have been analyzed to elaborate the case study. Interviews with the department responsible for the campaign are conducted to explore this strategy further. The result of the study shows that employee as a social media influencer is believed to be an effective strategy to disseminate information regarding the company and could contribute to the development of corporate branding. Furthermore, the case study could serve as a framework for com-munication strategy to other organizations that aspire to develop their company branding on social media. (Less)
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author
Wibawa, Marlodieka LU
supervisor
organization
course
SKOM12 20181
year
type
H2 - Master's Degree (Two Years)
subject
keywords
brand influencer, employee engagement, social media, communication strategy
language
English
id
8954941
date added to LUP
2018-08-25 21:43:49
date last changed
2018-08-25 21:43:49
@misc{8954941,
  abstract     = {This study examines the problem of implementing the employee as social media influ-encer to spread the company messages on social media. The research aim to answer how the role of an employee could contribute to the development of the company brand through employee as a social media influencer. A qualitative approach is used to analyze the phenomenon with the help of a single case study of the Pertamina Trooper campaign. Document analysis of the policy, guidelines, as well as the corporate social media account, have been analyzed to elaborate the case study. Interviews with the department responsible for the campaign are conducted to explore this strategy further. The result of the study shows that employee as a social media influencer is believed to be an effective strategy to disseminate information regarding the company and could contribute to the development of corporate branding. Furthermore, the case study could serve as a framework for com-munication strategy to other organizations that aspire to develop their company branding on social media.},
  author       = {Wibawa, Marlodieka},
  keyword      = {brand influencer,employee engagement,social media,communication strategy},
  language     = {eng},
  note         = {Student Paper},
  title        = {Harnessing Employee Influence on Social Media : A Qualitative Case Study An Indonesian Company},
  year         = {2018},
}