| dc.description.abstract | Almost everyone today is using social media,including industries. Universities are seeing
the importance of using social media as a medium of communication, publicity and
marketing. People are increasingly thirsty for information and because of the social media,
universities are required to actively use social media in order to meet the needs of social
media users. Universities need to know the appropriate social media strategy so they are
able to meet the needs from people and to improve the image and reputation of
universities.
This study examines the use of social media in Indonesia and the impact of its use.
Social media used in this research are Facebook, Instagram, and Twitter as these social
media are top three social media that are widely used in Indonesia. The research was
conducted with data frame are top five universities in Indonesia and five universities with
the rank of 96-100 based on 4ICU survey results.
This is qualitative research where data are collected in the form of account
information, posting frequency, media, content, how to deliver, responses, and audience
comments. The collected data are then grouped into certain categories for analysis of usage
patterns and their impacts. The results of the social media usage analysis are then used to
compare the use of social media among universities ranked 1-5 with 96-100. The result of
this research is that group ranked 1-5 are more popular than group ranked 96-100 but they
are has positive impact. | en_US |
