40 Optimalisasi Microblogging Twitter Sebagai Alat

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40 Optimalisasi Microblogging Twitter Sebagai Alat 23T,0ALISASI MIC52%/2*G,1G T:,7TER SEBAGAI ALAT KE+80ASAN DA/AM 3E58SAHAAN 237,0,=ING MICR2%/2*GI1G T:,TTER AS A C203ANY T22/S IN E48,30(17 Kirana Dwitia Putri Departemen Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia Salemba, Jakarta Pusat email : [email protected] Dr. Irwansyah, M.A Departemen Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia Salemba, Jakarta Pusat email : [email protected] (Diterima: 02-02-2018; Direvisi: 05-05-2018; Disetujui terbit: 06-06-2018) Abstrak Pada setiap perusahaan yang menjalankan bisnisnya tentu memiliki fokus utama agar dapat mendistribusikan produk serta jasa kepada pengguna yaitu konsumen yang berada di tengah masyarakat. Perusahaan, harus mampu untuk membuat begitu banyak strategi guna melancarkan aksi distribusi dan peningkatan awareness pada konsumen mengenai perusahaan itu sendiri. Konsumen, yang berada di masyarakat memiliki hak untuk memahami produk atau jasa yang hadi di tengah mereka, dan tanpa halangan untuk mendapatkan informasi mengenai perusahaan tersebut. Di era masa kini, idealnya sudah tak lagi sulit untuk mendapatkan informasi apapun dengan bantuan internet. Begitu pula pada perusahaan yang idealnya telah melakukan optimalisasi penggunaan internet sebagai alat bantu kinerja. Penulis mengemukakan konsep yang dapat menyatukan perusahaan dengan konsumennya lewat divisi Hubungan Masyarakat menggunakan alat microblogging yang tersedia pada media sosial yaitu Twitter. Para praktisi Hubungan Masyarakat, kini dapat selangkah lebih maju untuk melakukan kampanye komunikasi pada konsumen yang semakin tersegmentasi berkat Twitter dan penyampaian informasi kini tidak terbatas ruang dan waktu. Kata Kunci : Microblogging, Twitter, Media Sosial, Humas, Komunikasi Abstract Every companies that run the business, they always focus on distributing products and services to all of their consumers in public. Companies, must be able to create strategies to broaden distribution action and awareness about the company itself. Customers, residing in the public have the right to understand a product or service that is, and without any doubt they have to be always able to obtain information about the company. In today's era, ideally it is no longer difficult to get any information with the help of internet. Similarly, the ideal company has been optimizing the use of the Internet as a performance tool. The author of this research, put forward the concept that can bridge the company with consumers through the relationship with using microblogging available on social media that is Twitter. Public Relations practitioners, can communicate further to conduct a communication campaign on the increasingly segmented consumer, thanks to Twitter and the delivery of information is now not limited space and time. Keywords : Microblogging, Twitter, Social Media, Public Relations, Communication 40 Pada umumya, Hubungan PENDAHULUAN Masyarakat identik dengan press release, press conference, kemampuan berbicara di Divisi Hubungan Masyarakat telah depan umum (public speaking) serta diketahui pada umumnya merupakan muncul di media saat mengutarakan penghubung utama antara perusahaan penyelesaian konflik. Di luar hal-hal yang dengan masyarakat atau secara spesifik, wajib tersebut rata-rata perusahaan di konsumen. Hubungan Masyarakat harus Indonesia masih sedikit sekali yang mampu berperan untuk menjadi memiliki strategi dalam blending di representasi bagi perusahaan di mata masyarakat melalui media sosial. Media masyarakat dan mengantarkan pada sosial, sejatinya bukan hanya digunakan keterikatan dengan perusahaan yang oleh para pemuda sebagai platform dalam produknya telah hadir di tengah-tengah berhubungan dengan relasinya. Media kehidupan masyarakat. Sebuah perusahaan sosial, sangat patut dan pantas dijadikan mampu memikirkan strategi agar para penrantara bagi perusahaan yang ingin pekerja Humas di korporasinya mampu masuk perlahan dan smooth di tengah memiliki kemampuan untuk menimbulkan masyarakat yang rata-rata sudah terpapar keterikatan dan bahkan mampu dan berada pada era digitalisasi. Maka, menciptakan top of mind di benak industri tidak boleh kalah telak dengan konsumen. Memang seringkali ditemukan kemajuan yang amat pesat ini, Hubungan bahwa kemampuan perusahaan untuk Masyarakat harus terus membantu menjadi pilihan utama pada masyarakat mengejar ketertinggalan dan menjadi adalah dengan prestasinya dalam pelopor dalam menunjukkan pada menciptakan produk-produk yang menjadi masyarakat bahwa perusahaannya mampu pelopor, memberikan harga murah namun bergabung dalam dunia industri 4.0. dengan kualitas yang baik. Namun, kasus Media sosial dapat dipandang tersebut tidak akan teraplikasikan pada sebagai alternatif dari media mainstream perusahaan baru atau start up, di sinilah atau konvensional, yang paling murah peran Hubungan Masyarakat harus mampu untuk dikonsumsi oleh masyarakat. Kini menempatkan diri dalam sebuah situasi masyarakat menikmati pergerakan arus dimana perusahaan baru saja masuk ke informasi yang cepat, tangible dan real time dalam environment yang baru dan sudah dimana media sosial sangat mendukung terbentuk lebih awal dibanding keberadaan keterbukaan informasi tanpa perlu terlihat perusahaan. monoton dengan disajikan dalam sebuah 41 lembaran surat kabar yang memuat banyak Definisi Korporat sekali paragraf penuh kalimat ataupun Menurut Joel Bakan, dalam dengan terpaku pada berita di televisi yang bukunya The Corporation, definisi korporat disajikan kurang menarik dan satu arah. adalah sebuah struktur unik dan tatanan Berbagai platform dalam media sosial dapat otoritatif yang mengarahkan tindakan melakukan keterbatasan yang tidak dimiliki orang-orang yang ada di dalamnya. media mainstream, yaitu kemampuannya Korporasi juga merupakan institusi legal, untuk diakses dimana saja, terpersonalisasi yang keberadaan dan kapasitasnya untuk dengan kebutuhan konsumen, serta beroperasi bergantung pada hukum. tampilan yang tidak membosankan. Kita Sebagai tambahan, Chami & Fullenkamp dapat melihat contoh Twitter yang menuturkan bahwa tata kelola perusahaan membatasi akses untuk posting dalam per adalah sebuah proses menuntun dan cuitan (tweet) nya hanya dalam 140 mengatur aksi para karyawan yang bekerja karakter. Hal ini akan mempermudah atas nama sebuah perusahaan. Tujuan dari khalayak dalam menyerap informasi yang tata kelola perusahaan adalah untuk hanya mereka ingin serap saja tanpa harus meyakinkan bahwa perusahaan tersebut susah payah memperhatikan informasi mengejar maksimalisasi nilai saham, lainnya yang tidak sesuai dengan keinginan sehingga tata kelola yang baik akan mereka, selain itu Twitter pun mampu melakukan efisiensi dan kesehatan nilai mengajak khalayak untuk semakin sering saham. Dalam kata lain, perusahaan melakukan update tweet yang berisi mencoba untuk menyelesaikan banyak pendapat, perasaan atau pengalaman hanya masalah dan urusan di dalamnya guna dapat dalam kalimat-kalimat singkat yang lebih dipandang oleh calon pembeli saham menonjolkan makna. Pada tulisan ini sebagai perusahaan yang sehat dan penulis akan membahas pemanfaatan micro sustainable. blogging yang merupakan salah satu Definisi Hubungan Masyarakat strategi bagi manajemen kehumasan dari Sementara menurut Rezaei, Dana & perusahaan untuk mendukung Ramadani dalam bukunya Iranian pengembangan revolusi industri 4.0 guna Entrepreneurship disebutkan bahwa tujuan menghubungkan diri pada masyarakat atau dari sebuah perusahaan memiliki divisi konsumen yang telah menikmati manfaat Hubungan Masyarakat adalah untuk komunikasi terdigitalisasi. meyakinkan bahwa perusahaan meninggalkan impresi yang baik di tengah /ANDASAN TE25, kumpulan konsumen. Definisi dari 42 Hubungan Masyarakat adalah sebuah aktivitas customer relation lewat platform manajemen arus informasi secara mutual digital ini. Menurut Felix Ale dalam antara perusahaan dan publik. Dengan kata penelitiannya Journalism and Corporate lain, Hubungan Masyarakat memberi Communications, A Nigerian Case Study informasi pada publik mengenai jurnalisme perusahaan dan komunikasi produk/layanan perusahaan sembari memainkan peran penting dalam menerima feedback tentang bagaimana mendorong para stakeholder dari proses informasi ini berdampak pada perusahaan untuk memahami progress publik. organisasi, operasi dan pengembangannya. Kehumasan dalam usahanya untuk Dengan mampu memanfaatkan blog serta menjadi lini terdepan dari perusahaan yang social media seperti Twitter dan Instagram, terjun kepada masyarakat membuatnya Hubungan Masyarakat telah sangat harus mampu untuk membuat branding membantu korporat untuk mendorong perusahaan agar publik memberikan stakeholder memiliki ketertarikan untuk feedback positif atas image perusahaan mengeksplorasi identitas dan aktivitas yang pula positif juga tentunya. Kehumasan perusahaan. Dari setiap tweet yang menarik sebaiknya menguasai skills yang bertujuan dan mengundang tawa seperti yang untuk mempopulerkan brand guna dilakukan oleh :endy‘s USA, ataupun kemajuan bisnis. Lewat jurnalisme kesigapan menegur yang dilakukan oleh perusahaan, seperti kemampuan menulis, admin akun Twitter TNI AU dan Dirjen video editing, blogging, vlogging, social Pajak telah sedikit banyak mewakili kultur media optimalization, dll, humas akan dan identitas perusahaan yang berguna pada mampu mengantarkan awareness atas ujungnya mendorong shareholder atau brand atau aktivitas perusahaan kepada donatur serta konsumen berkerjasama publik bahkan individu. Tentunya dengan dengan perusahaan tersebut. bantuan digitalisasi
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