The Elements of Social Media Marketing in University During Pandemic Covid-19

DOI

10.2991/assehr.k.211121.015How to use a DOI?

Keywords

social media; marketing; university

Abstract

Social media is the right solution for the promotion of various fields in the midst of a pandemic. The same goes for marketing at universities. Universitas Islam Indonesia (UII) as one of the most popular university in social media among the best private universities in Indonesia, uses the @uiiyogyakarta Instagram account as an effort in social media marketing (SMM) during a pandemic. This paper aims to determine the elements of the SMM carried out by UII in @uiiyogyakarta. This research uses qualitative methods using interview data collection techniques and online observations on the @uiiyogyakarta account. From the research results it can be seen that the @uiiyogyakarta account SMM during the pandemic includes four elements, namely having an explorer scope, a hierarchical structure, a modern culture and an autocratic government.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Nadia Wasta Utami
PY  - 2021
DA  - 2021/11/29
TI  - The Elements of Social Media Marketing in University During Pandemic Covid-19
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 62
EP  - 66
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.015
DO  - 10.2991/assehr.k.211121.015
ID  - Utami2021
ER  -