INSTAGRAM SEBAGAI KANAL DIGITAL BRANDING INSTITUSI PENDIDIKAN TINGGI
Keywords:
Instagram, Digital Branding, Institusi Pendidikan TinggiAbstract
Penelitian ini bertujuan untuk menganalisis penggunaan Instagram sebagai kanal digital branding di Fakultas Ilmu Sosial dan Ilmu Politik Universitas Negeri Semarang (FISIP UNNES). Dengan pendekatan kualitatif dan metode studi kasus, penelitian ini mengeksplorasi strategi digital branding yang diterapkan oleh pengelola akun Instagram @fisip.unnes, dan tantangan yang dihadapi dalam mengelola Instagram sebagai kanal digital branding institusi pendidikan tinggi. Hasil penelitian menunjukkan bahwa akun Instagram FISIP UNNES secara konsisten menggunakan konten visual yang menarik dan strategi interaktif untuk meningkatkan engagement audiens. Namun, tantangan seperti insiden peretasan menggarisbawahi pentingnya keamanan digital dalam pengelolaan media sosial. Penelitian ini memberikan wawasan praktis bagi institusi pendidikan tinggi dalam memanfaatkan Instagram secara efektif dan aman untuk mendukung strategi digital branding. Selain itu, temuan ini memperkaya literatur tentang branding digital di sektor pendidikan tinggi, khususnya di Indonesia
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