EKSPEKTASI STAKEHOLDER TERHADAP KONTEN & PERILAKU PUBLIC RELATIONS DALAM BERMEDIA SOSIAL

Uljanatunnisa Uljanatunnisa; Dian Hapsari

doi:10.33021/exp.v2i2.854

EKSPEKTASI STAKEHOLDER TERHADAP KONTEN & PERILAKU PUBLIC RELATIONS DALAM BERMEDIA SOSIAL

Uljanatunnisa Uljanatunnisa, Dian Hapsari

Abstract

Abstrak

Media Sosial telah memberikan perubahan pada praktek public relation di Indonesia, PR semakin adaptif dengan perkembangan teknologi dan informasi. Sejak tahun 2015 pemanfaatan media sosial semakin meningkat, PR memanfaatkan media sosial khususnya Instagram sebagai cara komunikasi perusahaan dengan stakeholder. Namun tingginya pemanfaatan media sosial tidak dibarengi dengan pengetahuan PR terkait jenis konten dan perilaku yang diharapkan oleh stakeholder Penelitian bertujuan untuk mengetahui ekspektasi stakeholder terhadap jenis konten dan perilaku PR dalam bermedia sosial. Adapun indikator yang digunakan dalam penelitian ini merujuk pada ungkapan Bergström & Bäckman dan Navaro dkk. Metode penelitian yang digunakan adalah deskriptif Kuantitatif, Analisa data menggunakan Modus. Sebanyak 100 Followers Instagram Unilever, Pertamina dan Garuda Indonesia menjadi sampel melaui teknik purposive sampling atau pengambilan sampel berdasarkan jumlah kuota. Hasil penelitian menunjukan bahwa jenis konten yang diharapkan oleh stakeholder adalah informasi jenis produk baru dan yang akan datang, sedangkan perilaku yang harapkan oleh stakeholder yaitu interaksi antara perusahaan dengan stakeholder.

Kata Kunci : Ekspektasi, Konten, Stakeholder, Perilaku

Social Media gives changes to the practice of public relations in Indonesia, PR has become increasingly adaptive to developments in technology and information. Since 2015 the use of social media has increased, PR has used social media especially Instagram as a way of corporate communication with stakeholders. However, the high use of social media is not accompanied by PR knowledge related to the type of content and behavior that expected by stakeholders. The study aims to determine the expectations of stakeholders about the type of content and behavior of public relations in social media. The indicators used in this study refers to the expressions of Bergström & Bäckman and Navaro et al. The research method used is descriptive quantitative, data analysis using the mode. A total of 100 Instagram followers of Unilever, Pertamina and Garuda Indonesia were sampled through a purposive sampling technique based on the quota amount. The results showed that the type of content expected by stakeholders is information on the types of new and future products, while the behavior expected by stakeholders is the interaction between companies and stakeholders.

Keywords: Content, Behaviour, Expectations,Stakeholders

Full Text:

PDF (Bahasa Indonesia)

References

Daftar Pustaka

Allaguia.,Ilhem dan Allaguia Harris., (2016) Review Social media for public relations: Lessons

from four effective cases Public Relations Review 42

Arikunto, S. (2010). Prosedur Penelitian. Jakarta: PT Rineka Cipta.

Bergstrom, T. & Backman, L. (2013). How the utilization of Instagram builds and maintains customer relationships. Marketing and PR in social media. Diambil dari http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-90410

Brad, L. Rawlins. (2006). Prioritizing Stakeholders for Public Relations Gold Standar Paper of the Commisions on The Public Relations Measumerent Evaluation. Diakses dari http://www.instituteforpr.org/wp-content/uploads/2006_stakeholders_1.pdf,

Ghozali, Imam. (2011). “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang:

Badan Penerbit Universitas Diponegoro

Gregory D. Saxton., dan Richard D. Waters. (2014) “What do Stakeholders Like on Facebook?

Examining Public Reactions to Nonprofit Organizations’ Informational, Promotional, and Community-Building Messages” Journal of Public Relations Research, 26:3, 280-299. Diambil dari http://dx.doi.org/10.1080/1062726X.2014.908721

Hasan, Iqbal. (2006). Analisis Data Penelitian dengan Statistik. Jakarta: Bumi Aksara

Heath, R. L. (2014). Public relations’ role in engagement: functions, voices, and narratives. Paper

presented at the Engagement as strategy, theory and practice: ICA preconference 2014. https://instituteforpr.org/tracking-social-digital-media-used-public-relations-practice-12-year-study/

Institute for Public Relations (2013). Top 10 social media research articles for the first half of

for public relations professionals. Diambil dari, http://www.instituteforpr.org/wp content/uploads/TOP10SMarticles2 13-FIX.pdf.

Jahansoozi, Julia. (2007). Organizations – Public Relationships An Exploration of The sunder Petroleum Operators Group. Public Relations Review: Vol.3. No.4, pp. 398-406. Diakses dari http://www.sciencedirect.com.ezproxi.ugm.ac.id/science/article/pii/S03638111070001051,

Kaul, A., Chaudhri, V., Cherian, D., Freberg, K., Mishra, S., Kumar, R., et al. (2015). Social

media: The new mantra for managing reputation. VIKALPA The Journal for Decision Makers, 40(4), 455–491

Kristen Lovejoy; Richard Waters; Gregory Lee, Eunji., Lee, Jung-Ah., Jang Ho Moon, , and Sung,

Yongjun. (2015)” Pictures Speak Louder than Words: Motivations for Using Instagram”. CYBERPSYCHOLOGY, BEHAVIOR, AND SOCIAL NETWORKING Volume 18, Number 9, 2015, diambil https://www.liebertpub.com/doi/abs/10.1089/cyber.2015.0157

Linke, A., & Zerfass, A. (2013). Social media governance: Regulatory frameworks for successful

online communications. Journal of Communication Management, 17(3), 270–286. Diambil dari http://www.coris.uniroma1.it/sites/default/files/social%20media%20governance.pdf

Miles Romney & Rich G. Johnson. 2018. Show me a story: narrative, image, and audience engagement on sports network Instagram accounts Information, Communication &

Society ISSN: 1369-118X (Print) 1468-4462 (Online) Journal homepage: https://www.tandfonline.com/loi/rics20

Moreno, A., Navarro, C., Tench, R., & Zerfass, A. (2015). Does social media usage matter? An

analysis of online practices and digital media perceptions of communication practitioners in Europe. Public Relations Review, 41(2), 242–253

Navarro Cristina Angeles, Moreno dan Al-Sumait Fahed . (2017) : Social media expectations

between public relations professionals and their stakeholders: Results of the ComGap study in Spain Public Relations Review 43 (2017) 700–708

Newton, C. (2017, March 28). Facebook launches stories to complete its all-out assault on

Snapchat. The Verge. Retrieved from http://www.theverge.com/2017/3/28/15081398/facebook-storiessnapchat-

camera-direct

Ni, Lan. (2006). Relationships as Organizational Resources Examining Public Relations Impact Through Its Connection With Organizational Strategies. Public Relations Review: Vol 32, pp. 276-281. Diakses dari http://www.sciencedirect.com.ezproxy.ugm.ac.id/science/article/pii/S0363811106000622

Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D.

Bandung: Alfabeta

Romney, M., Johnson, R. G., & Roschke, K.2017. Narratives of life experience inthe digital space:

A case study of the images in Richard Deitsch’s single best moment project. Information, Communication & Society, 20(7), 1040–1056.

Wright, K. Donald., Drifka H Michelle ., ‘ “Tracking How Social and Other Digital Media are

Being Used in Public Relations Practice: A Twelve-Year Study” Public Relations Journal Vol. 11, Issue 1 (June 2017) 2017 Institute for Public Relations, Diambil dari https://prjournal.instituteforpr.org/wp-content/uploads/PRJ-2017-Wright-Hinson-2-1.pdf

DOI: http://dx.doi.org/10.33021/exp.v2i2.854