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Abstract
LinkedIn menjadi media sosial yang begitu populer saat ini. Banyak orang hingga perusahaan membuat akun dengan tujuan untuk personal ataupun corporate branding melalui media sosial profesional ini. Feedloop.io merupakan sebuah perusahaan rintisan (startup) yang bergerak dibidang teknologi dan informasi yang berfokus dalam pengembangan platform digital tanpa kode/coding. Penelitian ini bertujuan untuk mengetahui bagaimana Feedloop membangun kompetisi melalui Branding sebagai strategi pemasaran melalui sosial media profesional LinkedIn. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan observasi melalui penggunaan partisipan penulis sebagai magang diperusahaan. Teknik pengambilan dan pengumpulan data dalam rancangan penelitian ini dilakukan dengan metode observasi, aksi partisipasi sebagai magang diperusahaan. Peneliti menggunakan analisis SWOT (strength, weakness, opportunity, and threat). Hasil penelitian ini menunjukan bahwa melalui branding dengan penggunaan konten postingan pada media sosial LinkedIn dapat mendorong branding perusahaan. Hasil dari program tersebut meningkatkan interaksi, engagement dengan audiences secara luas yang dihasilkan oleh penggunaan media sosial LinkedIn Feedloop.
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References
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References
Anholt, S. (2003) Brand New Justice: The Upside of Global Branding. 1 ed. Oxford: Butterworth-Heinemann.
Bernstein, D. (1989) “Corporate Void,” International Journal of Advertising, 8(4), hal. 315–320. Tersedia pada: https://doi.org/10.1080/02650487.1989.11107116.
Biraghi, S. dan Gambetti, R.C. (2015) “Corporate branding: Where are we? A systematic communication-based inquiry,” Journal of Marketing Communications, 21(4), hal. 260–283. Tersedia pada: https://doi.org/10.1080/13527266.2013.768535.
He, H.-W. dan Balmer, J.M.T. (2006) “Alliance brands: Building corporate brands through strategic alliances?,” Journal of Brand Management, 13(4), hal. 242–256. Tersedia pada: https://doi.org/10.1057/palgrave.bm.2540268.
Hooley, G. et al. (2017) Marketing Strategy and Competitive Positioning. United Kingdom: Pearson.
Kannan, P.K. dan Li, H. “Alice” (2017) “Digital marketing: A framework, review and research agenda,” International Journal of Research in Marketing, 34(1), hal. 22–45. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.ijresmar.2016.11.006.
King, S. (1991) “Brand building in the 1990s,” Journal of Consumer Marketing, 8(4), hal. 43–52. Tersedia pada: https://doi.org/10.1108/07363769110035144.
Koporcic, N. dan Törnroos, J.-Å. (2019) Understanding Interactive Network Branding in SME Firms. Emerald Group Publishing Limited. Tersedia pada: https://doi.org/10.1108/9781789739770.
Kotler, P. dan Keller, K.L. (2012) Marketing Management. Upper Saddle River, N.J.: Pearson/Prentice Hall.
Nasrullah, R. (2017) Media Sosial: Perspektif Komunikasi, Budaya, dan Sosioteknologi. 4 ed. Bandung: Simbiosa Rekatama Media.
Putri, B.S. dan Listiani, E. (2022) “Strategi Branding Based Club Melalui Media Sosial Instagram,” in Bandung Conference Series: Communication Management. Universitas Islam Bandung, hal. 36–41. Tersedia pada: https://doi.org/10.29313/bcscm.v2i1.468.
Romli, A.S.M. (2018) Jurnalistik Online: Panduan Mengelola Media Online. Bandung: Nuansa Cendekia.
Rukajat, A. (2018) Pendekatan Penelitian Kualitatif (Qualitative Research Approach). Yogyakarta: Deepublish.
Shelly, G.B. dan Vermaat, M.E. (2012) Discovering Computers Fundamentals: Your Interactive Guide to the Digital World. 8 ed. Andover: Cengage Learning.