Digitalize Your Brand: Case Study on How Brands Utilize Social Media Platforms to Achieve Branding and Marketing Goals

摘要

Changes brought by social media have impacts on brands and users alike. In today's digital era, social media is not only a means of communication but also a means of self-expression, used by both individuals and organizations. The utilization of social media, especially by brands are interesting to observe. This research focused on question of how social media platforms were utilized by each brand to achieve branding and marketing goals? At present, little work has been carried out regarding this topic, especially for Indonesian brands. By examining the elements of how these brands used social media platforms, hopefully it can enlighten others to strengthen their online brands presence and identity. Using qualitative approach, and case study as a method, this study chose three Indonesian brands in F & B (CHAMBER), fashion (PVRA) and personal (Edho Zell) which represents a brand in products, services, and personal self. Content analysis were used to analyze and build common themes. Data analysis followed three phases of data reduction, data display, and interpretation. The result shows that the utilization of social media for these three brands is still for short-term marketing goals or activations. There is little or almost no long-term relationships engagement in the posts. Moreover, the three brands already knew their target audiences in social media. And although these brands have different goals of social media utilization, they already developed solid brand identity.