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The Strategic Planning of Cyber Public Relations at Faith-Based Organization
Corresponding Author(s) : Tafsiroh Tenggara Putri
Proceedings Universitas Muhammadiyah Yogyakarta Undergraduate Conference,
Vol. 3 No. 1 (2023): Crafting Innovation for Global Benefit
Abstract
This paper examines the critical interpretation of strategic planning of cyber public relations in a faith-based organization. Specifically, this paper aims to elaborate on how the administrators of the Central Board of Muhammadiyah conduct their relationship with the public through their official social media, Lensamu, which consists of Instagram, Facebook, YouTube, and Twitter accounts. This study uses the descriptive qualitative analysis method with Lutrell's theory as the framework of analysis. Data collection was operationalized through interview, observation, and documentation. Lutrell's strategic planning of social media consists of sharing, optimizing, managing, and engaging. The result shows that all steps of strategic planning were carried out by Lensamu. Sharing and optimizing are optimally executed. Meanwhile, managing and engaging still need to be developed. Theoretically, this study contributes to a cyber public relations scheme of faith-based organizations. Besides, this study provides a significant lesson learned for social media administrators, especially those working in the faith-based area.
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- Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review, 42(1), 20–30. https://doi.org/10.1016/j.pubrev.2015.12.001
- Bashir, M., & Aldaihani, A. (2017). Public relations in an online environment: Discourse description of social media in Kuwaiti organizations. Public Relations Review, 43(4), 777–787. https://doi.org/10.1016/J.PUBREV.2017.05.004
- Hajati, R., Perbawasari, S., & Hafiar, H. (2018). Manajemen Aktivitas Media Sosial Akun Instagram @Indonesiabaik.Id. MetaCommunication: Journal Of Communication Studies, 3(2). https://ppjp.ulm.ac.id/journal/index.php/MC/article/view/5445/4596
- Imam Sumarlan. (2022). Cyber Public Relations Muhammadiyah Melalui Media Sosial. In Dakwah Muhammadiyah dalam Masyarakat Digital: Peluang dan Tantangan. https://books.google.co.id/books?id=c7OYEAAAQBAJ&newbks=1&newbks_redir=0&lpg=PA175&dq=Muhammadiyah tentang interaksi sosial dunia maya dan dunia nyata&hl=id&pg=PR4#v=onepage&q=Muhammadiyah tentang interaksi sosial dunia maya dan dunia nyata&f=false
- Kent, M. L., & Saffer, A. J. (2014). A Delphi study of the future of new technology research in public relations. Public Relations Review, 40(3), 568–576. https://doi.org/10.1016/j.pubrev.2014.02.008
- Pakpahan, A. V. B., & Djuwita, A. (2019). PENGGUNAAN CIRCULAR MODEL OF SoMe MELALUI INSTAGRAM @TRADEMARK_BDG. E-Proceeding of Management, 6(2), 5197–5202. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/10571
- Qadri, M. A. Al. (2023). Analisis Pengelolaan Instagram dalam Penyebaran Informasi Menggunakan Teori The Circular Model SOME. Al-DYAS, 2(3), 685–710. https://doi.org/10.58578/aldyas.v2i3.1495
- Regina Luttrell. (2015). Social Media: How to Engage, Share, and Connect.
- Sugiyono. (2021). Metode Penelitian Komunikasi.
- Wang, Y., Cheng, Y., & Sun, J. (2021). When public relations meets social media: A systematic review of social media related public relations research from 2006 to 2020. Public Relations Review, 47(4). https://doi.org/10.1016/j.pubrev.2021.102081
References
Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review, 42(1), 20–30. https://doi.org/10.1016/j.pubrev.2015.12.001
Bashir, M., & Aldaihani, A. (2017). Public relations in an online environment: Discourse description of social media in Kuwaiti organizations. Public Relations Review, 43(4), 777–787. https://doi.org/10.1016/J.PUBREV.2017.05.004
Hajati, R., Perbawasari, S., & Hafiar, H. (2018). Manajemen Aktivitas Media Sosial Akun Instagram @Indonesiabaik.Id. MetaCommunication: Journal Of Communication Studies, 3(2). https://ppjp.ulm.ac.id/journal/index.php/MC/article/view/5445/4596
Imam Sumarlan. (2022). Cyber Public Relations Muhammadiyah Melalui Media Sosial. In Dakwah Muhammadiyah dalam Masyarakat Digital: Peluang dan Tantangan. https://books.google.co.id/books?id=c7OYEAAAQBAJ&newbks=1&newbks_redir=0&lpg=PA175&dq=Muhammadiyah tentang interaksi sosial dunia maya dan dunia nyata&hl=id&pg=PR4#v=onepage&q=Muhammadiyah tentang interaksi sosial dunia maya dan dunia nyata&f=false
Kent, M. L., & Saffer, A. J. (2014). A Delphi study of the future of new technology research in public relations. Public Relations Review, 40(3), 568–576. https://doi.org/10.1016/j.pubrev.2014.02.008
Pakpahan, A. V. B., & Djuwita, A. (2019). PENGGUNAAN CIRCULAR MODEL OF SoMe MELALUI INSTAGRAM @TRADEMARK_BDG. E-Proceeding of Management, 6(2), 5197–5202. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/10571
Qadri, M. A. Al. (2023). Analisis Pengelolaan Instagram dalam Penyebaran Informasi Menggunakan Teori The Circular Model SOME. Al-DYAS, 2(3), 685–710. https://doi.org/10.58578/aldyas.v2i3.1495
Regina Luttrell. (2015). Social Media: How to Engage, Share, and Connect.
Sugiyono. (2021). Metode Penelitian Komunikasi.
Wang, Y., Cheng, Y., & Sun, J. (2021). When public relations meets social media: A systematic review of social media related public relations research from 2006 to 2020. Public Relations Review, 47(4). https://doi.org/10.1016/j.pubrev.2021.102081