Social Media Skill in Public Relations and Customer Service for Employers

Arifah Hidayati, Elfitra Desy Surya, Abdul Samad Arief, Achmad Daengs GS, Jose Marco G. Reyes

Abstract


Public relation is an important part of marketing activities that involves assessing or perceiving the general public’s attitudes and views, as well as general and specific consumers (segments), toward a company’s or product’s activities and brand policies, and then carrying out the necessary activities to create a positive image. This goal can be achieved by using suitable media to complete customer satisfaction so that skills in utilizing social media are the main thing that public relations must do. This study aims to determine the ability to use social media by entrepreneurs such as university graduates when they start working. This study uses a quantitative approach with a survey method. The population in this study is Indonesian entrepreneurs. A survey of 396 entrepreneurs was chosen as the method. The findings show that public relations and customer service are the most sought-after social media skills among university graduates, ahead of knowledge of social media content creation, strategy development, and analytics.

Keywords: Social media skill, public relations, customer service, employers


ABSTRAK

Humas adalah bagian penting dari kegiatan pemasaran yang melibatkan penilaian atau persepsi sikap dan pandangan masyarakat umum, serta konsumen (segmen) umum dan khusus, terhadap kegiatan perusahaan atau produk dan kebijakan merek, dan kemudian melakukan kegiatan yang diperlukan untuk menciptakan citra positif. Tujuan tersebut dapat dicapai dengan menggunakan media yang sesuai untuk melengkapi kepuasan pelanggan sehingga keterampilan dalam memanfaatkan media sosial menjadi hal utama yang harus dilakukan oleh humas. Penelitian ini bertujuan untuk mengetahui kemampuan penggunaan media sosial oleh para pengusaha seperti lulusan universitas ketika mereka mulai bekerja. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah pengusaha Indonesia. Sebuah survei terhadap 396 pengusaha dipilih sebagai metode. Temuan menunjukkan bahwa hubungan masyarakat dan layanan pelanggan adalah keterampilan media sosial yang paling dicari di kalangan lulusan universitas, di atas pengetahuan tentang pembuatan konten media sosial, pengembangan strategi, dan analitik.

Kata Kunci: Keterampilan media sosial, hubungan masyarakat, pelayanan pelanggan, pengusaha

 


Full Text:

PDF

References


Ahlqvist, T., Asta, B., Halonen, M., & Heinonen, S. (2008). Social media roadmaps: exploring the futures triggered by social media. VTT Tiedotteita - Valtion Teknillinen Tutkimuskeskus.

Anwar, F. (2017). Perubahan dan permasalahan media sosial. Jurnal Muara Ilmu Sosial, Humaniora, Dan Seni, 1(1), 137-144.

Benson, V., Morgan, S., & Filippaios, F. (2014). Social career management: Social media and employability skills gap. Computers in Human Behavior, 30, 519-525.

Bolin, J., Edwards, J., Finch, W., & Cassady, J. (2014). Applications of cluster analysis to the creation of perfectionism profiles: a comparison of two clustering approaches. Frontiers in Psychology, 5, 343.

Cahyono, A. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. Jurnal Publiciana, 9(1), 140-157.

Carr, C., & Hayes, R. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46-65.

Chasombat, P. (2014). Social networking sites impacts on interpersonal communication skills and relationships.

Dronen, S. (2014). New research from the faculty of Psychology at the University of Bergen (UiB) shows that the use of online social media for personal purposes during working hours can have a negative effect on work performance and th e well-being of organisations.

Endvawnow.org. (2020). Cross-Sectional Surveys. https://www.endvawnow.org/en/articles/1914-cross-sectional-surveys.html

Freberg, K., & Kim, C. (2018). Social media education: Industry leader recommendations for curriculum and faculty competencies. Journalism & Mass Communication Educator, 73(4), 379-391.

Gafni, R., & Geri, N. (2013). Generation Y versus generation X: Differences in smartphone adaptation. Learning in the Technological Era: Proceedings of the Chais Conference on Instructional Technologies Research, 18-23.

Jamil, A., & Eriyanto, E. (2021). Social media communication: content analysis of Indonesian parliament instagram account. Jurnal Studi Komunikasi, 5(3), 746-763.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.

Kharisma, T., & Agustina, L. (2019). Penerapan Manajemen Humas Digital Dalam Komunikasi Publik Di Instansi Arsip Nasional Republik Indonesia. Diakom: Jurnal Media Dan Komunikasi, 2(1), 112-119.

Kurniasih, N. (2013). Penggunaan media sosial bagi humas di lembaga pemerintah. Forum Kehumasan Kota Tangerang. https://doi.org/http://dx.doi.org/10.13140/RG.2.2.15820.41609

Lee, E. (2013). How Do Online Social Networks Drive Internal Communication and Improve Employee Engagement. https://digitalcommons.ilr.cornell.edu/cgi/viewcontent.cgi?article=1021&context=student

Mboeik, C., Andung, P., & Mandaru, S. (2020). Praktik Digital Public Relations dalam Upaya Meningkatkan Citra Positif Perusahaan PT. PLN (Persero) UIW NTT. Jurnal Politikom Indonesiana, 5(2), 40-54.

Meacham, S., & Ross, M. (2019). Development of social media skills to enhance employability. Retrieved on August, 29.

Mulawarman, & Nurfitri, A. (2017). Perilaku pengguna media sosial beserta implikasinya ditinjau dari perspektif psikologi sosial terapan. Buletin Psikologi, 25(1), 36-44.

Munene, A., & Nyaribo, Y. (2013). Effect of social media pertication in the workplace on employee productivity. International Journal of Advances in Management and Economics, 2(2), 141-150.

Palupi, R. (2019). Penyalahgunaan Media Sosial Sebagai Alat Propaganda. Jurnal Komunikasi, 10(1), 69-76.

Pienrasmi, H. (2015). Pemanfaatan social media oleh praktisi public relations di Yogyakarta. Jurnal Komunikasi, 9(2), 199-210.

Rahadi, D. (2017). Perilaku pengguna dan informasi hoax di media sosial. Jurnal Manajemen Dan Kewirausahaan, 5(1), 58-70.

Ratnasari, E., Sumartias, S., & Romli, R. (2021). Social Media, Digital Activism, and Online Gender-Based Violence in Indonesia. Nyimak: Journal of Communication, 5(1), 97-116.

Susilo, D, Putranto, T., & Navarro, C. (2021). Performance of Indonesian Ministry of Health in Overcoming Hoax About Vaccination Amid the COVID-19 Pandemic on Social Media. Nyimak: Journal of Communication, 5(1), 151-166.

Susilo, Daniel. (2021). AKSI-AKSI WARGANET PADA BERITA DARING: Cabaran pada Studi Posfeminisme dan Politik. Airlangga University Press.

Susilo, Daniel, Christantyawati, N., Prasetyo, I., & Juraman, S. (2019). Content analysis of LINE application user: Intersecting technology and social needed. Journal of Physics: Conference Series, 1175(1), 12224.

Theunissen, P., & Wan Noordin, W. N. (2012). Revisiting the concept "dialogue" in public relations. Public Relations Review. https://doi.org/10.1016/j.pubrev.2011.09.006

Tkaczynski, A. (2017). Segmentation using two-step cluster analysis. In Segmentation in social marketing (pp. 109-125). Springer.

Yeo, S., & Pang, A. (2017). Asian multiculturalism in communication: Impact of culture in the practice of public relations in Singapore. Public Relations Review, 43(1), 112-122.

Yunus, E., Susilo, D., Riyadi, S., Indrasari, M., & Putranto, T. (2019). The Effectiveness Marketing Strategy for Ride Sharing Transportation: Intersecting Social Media, Technology, and Innovation. Entrepreneurship and Sustainability Issues, 7(2), 1424-1434.




DOI: http://dx.doi.org/10.31000/nyimak.v6i1.4977

Article Metrics

Abstract - 383 PDF - 169

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Nyimak : Journal of Communication

Communication Science Study Program, Faculty of Social and Political Sciences, Universitas Muhammadiyah Tangerang.

Jl.Mayjen Sutoyo No.2 Kota Tangerang, West Java. Provinsi Banten 15111 Indonesia.

nyimak_journal@umt.ac.id

journalnyimak@gmail.com

Nyimak: Journal of Communication already indexed by:

   google   One_search   dimention   Garuda base    crossref   Scilit1 index-copernicus  

Nyimak: Journal of Communication is licensed under a  Creative Commons Attribution-ShareAlike 4.0 International License

View My Stats