STRATEGI KOMUNIKASI MEDIA SOSIAL OLEH CORPORATE COMMUNICATION PT UNITED TRACTORS PANDU ENGINEERING DALAM MEMBANGUN CITRA PERUSAHAAN

Abstract

The rapid growth of social media has transformed corporate communication strategies in building corporate image in the digital era. This study aims to analyze the social media communication strategies implemented by the Corporate Communication Division of PT United Tractors Pandu Engineering (UTPE) and identify challenges in managing its digital platforms. A qualitative approach was employed using observation, direct participation, interviews, documentation, and literature review. The findings reveal that Instagram, LinkedIn, and TikTok are strategically utilized to enhance brand awareness, strengthen corporate image, and disseminate corporate information to the public. Content management follows a structured process consisting of content planning, brainstorming, copywriting, visual design, internal approval, and publication. Consistency in corporate identity is maintained through logo guidelines and standardized content categories. The main challenges include low audience engagement and rapidly changing social media trends. To address these issues, the company develops interactive content and continuously adapts its communication strategies to suit each platform's audience characteristics. The study concludes that a planned, consistent, and adaptive social media strategy contributes significantly to building a positive corporate image in the digital environment.