Media sosial sebagai panggung baru public relations
Peluang dan tantangan
Abstract
The rapid development of digital technology has changed the public relations landscape significantly. Social media has become a key platform for organizations to communicate with the public, build brand image and manage reputation. This research aims to analyze the opportunities and challenges faced by public relations practitioners in utilizing social media. The research results show that social media offers a number of opportunities, such as wider audience reach, more personalized interactions, and the ability to get real-time feedback. However, on the other hand, social media also presents challenges, including the spread of hoaxes, changes in consumer behavior, especially the millennial generation, as well as privacy and data security issues. This research concludes that social media has become a very important tool in modern public relations. However, to harness the full potential of social media, public relations practitioners need to develop a comprehensive strategy, including building relevant content, monitoring public sentiment, and managing crises quickly. Additionally, it is important for public relations practitioners to understand social media user behavior and adopt good security practices to protect an organization's data and reputation.
Downloads
References
Adha, S., Fahlevi, M., Rita, R., Rabiah, A. S., & Parashakti, R. D. (2020). Pengaruh Sosial Media Influencer Terhadap Pengaruh Minat Kerja Antar Brand. Journal of Industrial Engineering & Management Research, 1(1b), 127–130.
Ahmad, A., & Nurhidaya, N. (2020). Media sosial dan tantangan masa depan generasi milenial. Avant Garde, 8(2), 134–148.
Boediman, E. P. (2022). Media Sosial sebagai Media Baru dalam Perspektif Praktisi Public Relations pada Era Generasi Milenial. Avant Garde, 10(02), 217–232.
Hendrarto, D., & Ruliana, P. (2019). Strategi Public Relations Radio Delta FM Dalam Mempertahankan Pendengar Melalui Media Sosial. Inter Komunika, 4(2), 166–178.
Linnatunnisa, S., & Safitri, R. (2022). Pengaruh Gaya Hidup Dan Perceived Ease Of Use Terhadap Keputusan Mahasiswa Menggunakan Mobile Banking Yang Dimediasi Sikap Pengguna. Jurnal Ekonomika Dan Bisnis Islam.
Pienrasmi, H. (2015). Pemanfaatan social media oleh praktisi public relations di Yogyakarta. Jurnal Komunikasi, 9(2), 199–210.
Putri, L. A., Subair, M. A. F., & Marsuki, N. R. (2024). Strategi Pengguna Media Sosial Dalam Mengatasi Tantangan Privasi dan Keamanan Online di Era Digital. Concept: Journal of Social Humanities and Education, 3(1), 20–27.
Safitri, R. (2022). Peran kepuasan memediasi kualitas pelayanan dan customer relationship management terhadap loyalitas nasabah. Jurnal Tabarru’: Islamic Banking and Finance, 5(2), 513–525.
Septiyani, N. M., Kom, S. I., Prismadani, N. G., Nur Cahyo Agung Prasetyo, S. S. T., Salsabila, O. L., Listiyoningsih, R., Putri, R. D. K., Ananingsih, R., Absari, R., & Kom, S. I. (2024). Manifestasi Public Relations Di Era Digital 4.0. Nas Media Pustaka.
Copyright (c) 2024 Fajar Asnif Mashudi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
