[ABSTRAK
Penelitian ini merupakan penelitian evaluasi sementara terhadap strategi media sosial Indorelawan dalam melakukan sosialisasi kegiatan relawan. Penelitian ini menggunakan model CIPP (Context, Input, Process, Product) dari Stufflebeam (1971) dimana evaluasi dilakukan berdasarkan perencanaan awal Indorelawan terkait pemanfaatan media sosial mereka. Adapun media sosial yang diteliti pada penelitian ini terbatas pada Twitter, Facebook dan website Indorelawan. Penelitian dilakukan melalui kuesioner yang diberikan kepada 30 responden yang terdiri atas mahasiswa dan fresh-graduate serta wawancara dengan pihak Indorelawan. Penelitian ini menunjukkan bahwa brand awareness target khalayak mengenai Indorelawan belum terlalu kuat sehingga, belum terlalu banyak khalayak yang mengetahui keberadaan media sosial Indorelawan. Hal tersebut tentu menghambat sosialisasi terkait kegiatan relawan melalui Indorelawan. Untuk mengatasi hal tersebut, penelitian ini merekomendasikan Indorelawan agar (1) menentukan KPI (key performance indicator) jangka pendek untuk media sosial mereka , (2) melakukan riset khalayak agar lebih mengetahui karakteristik target khalayak mereka, (3) bekerja sama dengan agensi untuk memperbaiki strategi media sosial Indorelawan.
ABSTRACT
This study is a preliminary evaluation of Indorelawan's social media strategy insocializing volunteering activities. In evaluating the strategy, the researcher usedthe CIPP model by Stufflebeam (1971) which evaluates the strategy based on theinitial plan, particularly for the social media strategy plan. The researcher foccuseson three social media that Indorelawan has Twitter, Facebook and their website.Through the questionnaires completed by 30 respondents that includes studentsand fresh-graduates, and also through interviewing the co-founders and directorsof Indorelawan, this study shows that their brand awareness is not strong yet.Therefore, not much audience have knowledge on Indorelawan?s social mediaaccounts. This of course hinders them in socializing volunteering activities. Tosolve this problem, the researcher recommends Indorelawan to (1) determine ashort-term KPI (key performance indicator) for their media social goals , (2) dothe target audience research to get a better understanding about their targetaudience?s characteristics, (3) work together with an agency to improve theirmedia social strategy.;This study is a preliminary evaluation of Indorelawan?s social media strategy insocializing volunteering activities. In evaluating the strategy, the researcher usedthe CIPP model by Stufflebeam (1971) which evaluates the strategy based on theinitial plan, particularly for the social media strategy plan. The researcher foccuseson three social media that Indorelawan has?Twitter, Facebook and their website.Through the questionnaires completed by 30 respondents that includes studentsand fresh-graduates, and also through interviewing the co-founders and directorsof Indorelawan, this study shows that their brand awareness is not strong yet.Therefore, not much audience have knowledge on Indorelawan?s social mediaaccounts. This of course hinders them in socializing volunteering activities. Tosolve this problem, the researcher recommends Indorelawan to (1) determine ashort-term KPI (key performance indicator) for their media social goals , (2) dothe target audience research to get a better understanding about their targetaudience?s characteristics, (3) work together with an agency to improve theirmedia social strategy., This study is a preliminary evaluation of Indorelawan’s social media strategy insocializing volunteering activities. In evaluating the strategy, the researcher usedthe CIPP model by Stufflebeam (1971) which evaluates the strategy based on theinitial plan, particularly for the social media strategy plan. The researcher foccuseson three social media that Indorelawan has—Twitter, Facebook and their website.Through the questionnaires completed by 30 respondents that includes studentsand fresh-graduates, and also through interviewing the co-founders and directorsof Indorelawan, this study shows that their brand awareness is not strong yet.Therefore, not much audience have knowledge on Indorelawan’s social mediaaccounts. This of course hinders them in socializing volunteering activities. Tosolve this problem, the researcher recommends Indorelawan to (1) determine ashort-term KPI (key performance indicator) for their media social goals , (2) dothe target audience research to get a better understanding about their targetaudience’s characteristics, (3) work together with an agency to improve theirmedia social strategy.] |
TA-Maria Laksmi Indriyastuti.pdf :: Unduh