STRATEGI KONTEN MEDIA SOSIAL DI TIKTOK: STUDI KASUS IMPLEMENTASI MODEL CIRCULAR SOCIAL MEDIA ENGAGEMENT PADA AKUN @MOMUUNG.OFFICIAL
(1) * Angga Faiz Hartono Mail (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia)
(2) Ahmad Zamzamy Mail (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia)
*corresponding author

Abstract


Penelitian ini bertujuan untuk menganalisis strategi konten media sosial yang diterapkan oleh akun TikTok @Momuung.Official menggunakan pendekatan Circular Model of Social Media Engagement (SoMe). Model ini terdiri dari empat elemen utama: Share, Optimize, Manage, dan Engage. Penelitian ini menggunakan metode deskriptif kualitatif dengan pengumpulan data melalui observasi unggahan TikTok, wawancara dengan social media specialist, serta analisis data engagement seperti likes, comments, shares, dan views. Hasil penelitian menunjukkan bahwa elemen Share memastikan relevansi konten dengan kebutuhan audiens, terutama ibu hamil dan menyusui, sedangkan Optimize membantu meningkatkan visibilitas melalui penggunaan hashtag utama dan penjadwalan waktu unggah yang strategis. Elemen Manage dilakukan dengan merespons komentar secara aktif untuk membangun komunikasi yang personal, sementara Engage mendorong keterlibatan audiens melalui fitur interaktif seperti balasan komentar dengan video. Strategi ini terbukti efektif dalam meningkatkan keterlibatan audiens dan memperkuat citra merek di TikTok.


Keywords


Strategi Konten, TikTok, Circular Model of Social Media Engagement, Engagement.

   

DOI

https://doi.org/10.31604/jips.v12i3.2025.938-943 		      

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10.31604/jips.v12i3.2025.938-943 Abstract views : 0 | PDF views : 0

   

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