ABSTRAK
Platform media sosial saat ini memungkinkan perusahaan untuk menjangkaukonsumen secara cepat dan tidak terbatas waktu. Situasi ini kemudianmemunculkan peluang untuk melakukan interaksi langsung dan membangunconsumer-brand relationship melalui media sosial. Penelitian ini berfokus padapenggunaan twitter account resmi milik brand yang dapat terpersonifikasikankarakter-karakternya sebagai salah satu medium untuk membangun relationshipdalam jangka panjang. Industri airline dan telekomunikasi di Indonesia dipilihsebagai objek karena dinilai sebagai dua industri jasa di Indonesia yang secaranature banyak melakukan interaksi dengan publik melalui platform media sosial.Pengumpulan data melalui API twitter dilakukan selama dua bulan berturut-turutpada Desember 2015-Januari 2016 pada objek penelitian twitter account@Citilink dan @IndonesiaGaruda untuk industri airline dan @Telkomsel danXL123 untuk industri telekomunikasi. Metode analisa konten dilakukan denganbasis lima strategi pesan (positivity, openness, sharing tasks, social networking,dan assurance) dan tiga tipe pesan (informational, socio-emotional daninstrumental). Penelitian ini memperoleh hasil strategi positivity yang dominanmenjadi brand character di semua brand. Namun pada tipe pesan ditemukan hasilyang berbeda antara brand airline kelas full service yang condong dominan padasocio-emotional dan sebaliknya pada brand airline kelas low cost carrier yangcondong dominan pada informational tweet. Full service airline juga cenderungbanyak melakukan strategi openness. Sebaliknya low cost carrier airline danindustri telekomunikasi sangat rendah mengadopsi strategi openness. Strategisharing tasks dan social networking tidak diminati di semua brand. Khusus untukpositivity, berkorelasi positif dengan informational tweet. Sebaliknya positivityjuga berkorelasi negatif dengan instrumental tweet.

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ABSTRACT
Social media platform enables companies to reach consumers quickly and anytimenowadays. This situation then triggers opportunity to carry direct interaction andto build consumer-brand relationship through social media. This study wasfocused on official brand twitter account usage in which could be personified theircharacters as one of mediums to build long term relationship. Indonesian airlineand telecommunication industries were chosen as objects because they werepresumed two Indonesian service industries which naturally carried many publicinteraction through social media platform. Data gathering through twitter API intwo consecutive months was conducted on December 2015-January 2016 in eachrespective twitter account. They were @Citilink and @IndonesiaGaruda forairline industry and @Telkomsel and @XL123 for telecommunication industry. Acontent analysis was conducted with five relational maintenance strategy type(positivity, openness, sharing tasks, social networking, dan assurance) and threemessage types (informational, socio-emotional and instrumental). This studyobtained positivity strategy was dominant to be brand character in all brands.However there was different result in message types between full service airlinebrand and low cost carrier airline brand. Full service airline brand tended to bemore socio-emotional. On the other hand low cost carrier airline brand tended tobe more informational. Full service airline brand also tended to conduct opennessstrategy. On the other hand low cost carrier airline brand and twotelecommunication brands conducted low portion of openness strategy. Sharingtasks and social networking were mostly not used in all brands. In particularpositivity strategy positively correlated with informational tweet. On the otherhand positivity strategy also negatively correlated with instrumental tweet