THESIS – INDONESIAN PEACE GENERATION SOCIAL MEDIA STRATEGY IN CAMPAINING FOR THE VALUE OF PEACE

STRATEGI MEDIA SOSIAL PEACE GENERATION INDONESIA DALAM MENGAMPANYEKAN NILAI-NILAI PERDAMAIAN
(Studi Deskriptif mengenai Strategi Media Sosial Instagram @peacegenid oleh Tim Creative and Communications Peace Generation Indonesia dalam Mengampanyekan Nilai-nilai Perdamaian)

Oleh: Resa Sosanti

Abstract – Resa Rosanti, 210310160038, the student of Public Relations Study Program, Faculty of Communication, Padjadjaran University. The title of this research is: “Peace Generation Indonesia’s Social Media Strategy in Campaigning Peace Values” with Dr. Feliza Zubair, M.Sc as the main supervisor and Aat Ruchiat Nugraha, S. Sos., M.Sc as the supervisor.

Technological advances is accelerating and it causes changes in various things. One of the impacts of technological advances is the rapid use of the internet. Talking about the internet, it is very closely related to social media, Instagram for example. Instagram is a social media platform that is currently loved by the public. The number of active users on Instagram makes companies, communities, or agencies that start using Instagram to inform or promote their products also share their daily activities through Instagram.

The aim of this study is to determine the situation setting, goal setting, the target of the audience, strategy, tactics, timeline, and budget on Peace Generation Indonesia social media Instagram. The method used in this research is descriptive research method with a qualitative approach. Data collection techniques used were observation, interviews, and literature study.

The results of this study indicate that the determination of the situation that is currently various things are all advancing towards digital including the delivery of messages, as well as the rise of radical social media accounts. In setting the goal is to campaign for the values of peace to the public. The target audience set is the generation of millennials with an age range of 17-38 years in big cities. The strategies used are community engagement, Agent of Peace (AoP), special events, and social media activation. The tactics used to start from identifying problems in the field, discussing with the Creative and Communications Team, design, and uploading content. The language used on Instagram
social media is non-formal language. Peace Generation Indonesia does not have a timeline specific for managing their Instagram social media. Peace Generation Indonesia does not yet have a special budget for social media. In addition, they have not used influencers or buzzers on the social media Instagram Peace Generation Indonesia.

The suggestion of this research is that in-depth research should be conducted, setting short, medium and long-term goals, conducting research specifically on the target audience to be targeted, being able to utilize influencers or buzzers, using KPI (Key Performance Indicators), more frequently interacting with followers, creating a timeline for uploading content on Instagram social media, and making a special budget for social media.

Keywords: Instagram, Strategy, Social Media Planning, Peace Generation Indonesia.

SKRIPSI-Resa-Rosanti-STRATEGI-MEDIA-SOSIAL-PEACE-GENERATION-INDONESIA-DALAM-MENGAMPANYEKAN-NILAI-NILAI-PERDAMAIAN.pdf