Implementation of Social Media Management PT. Toyota Astra Financial (TAF) MEDAN to Increase Awareness
Main Article Content
Abstract
This study aims to analyze the Instagram social media management strategy of PT. Toyota Astra Financial (TAF) Medan in increasing the effectiveness of information delivery and brand awareness through a content marketing approach. The strategies implemented include goal setting, target market mapping, content planning and creation, distribution, reinforcement, evaluation, and content improvement. The method used is descriptive qualitative with data collection techniques in the form of observation, documentation, and semi-structured interviews. The success of the strategy is analyzed through Instagram Insight data with indicators of accounts reached, accounts engaged, and number of followers. The results show that the management of the @taf.medanbranch account has succeeded in increasing account reach to 5,948 accounts, interactions of 208 accounts, and increasing followers to 156 followers. The implementation of a content marketing strategy has proven effective in expanding audience reach, increasing user engagement, and strengthening the delivery of company information through social media. These results indicate the importance of a planned content strategy in building connectedness with audiences in the digital era.
Article Details

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Fikri, M. E., & Pane, D. N. (2020). Factors influencing the tourist decision to visit the natural attractions: A case of Langkat Regency, North Sumatera Province, Indonesia. International Journal of Economics, Commerce and Management. https://www.researchgate.net/publication/347154421
Fikri, M. E., Baskoro, D. A., & Ahsan, J. (2024). Pendampingan usaha penyewaan alat camping melalui penerapan digitalisasi pemasaran pada kelompok Gerakan Pramuka. https://digilib.unimed.ac.id/id/eprint/61408/1/Article.pdf
Fikri, M. E., Nasir, M., & Poluan, N. A. E. (2024). Digitalization of village tourism marketing in sustainability. International Proceeding Journal on Finance, Economics, and Management. https://proceedings.unimal.ac.id/icofeb/article/view/1072
Fikri, M. E., Pane, D. N., & Ahmad, R. (2020). Factors affecting readers’ satisfaction in Waspada newspapers: Insight from Indonesia. International Journal of Research and Review. http://www.ijrrjournal.com
Fikri, M. E., Pane, D. W., & Andika, R. (2020). Strategy to enhance purchase decisions through promotions and shopping lifestyles to supermarkets during the Coronavirus pandemic: A case study IJT Mart, Deli Serdang Regency, North Sumatera. Saudi Journal of Business and Management Studies. https://saudijournals.com
Fikri, M. E., Poluan, N. A., Ahmad, R., Pane, D. N., & Rahmadani. (2024). Village marketing digitalization model: Based on behavior and community readiness. Journal of Research in Social Science and Humanities. http://dx.doi.org/10.47679/jrssh.v4i2.183
Firmansyah, M. A. (2019). Pemasaran produk dan merek (Planning strategy) (Cetakan pertama). Qiara Media.
Gunarso, D., Natanael, F., & Enrico, I. J. (2021). Digital marketing calendar untuk bisnis kuliner: Pendampingan social media Instagram @Inidapurmakwaw untuk keberlangsungan di era new normal. Jurnal Abdimas dan Kearifan Lokal. https://doi.org/10.25105/jamin.v3i2.10424
Heinze, A., & Huertas, A. (2021). Analisis strategi digital marketing di perusahaan Cipta Grafika. JurnalEconomi. https://www.researchgate.net/publication/373662164
Herdiyani, S., Barkah, C. S., Auliana, L., & Sukoco, I. (2022). Peranan media sosial dalam mengembangkan bisnis. Jurnal Administrasi Bisnis, 18(2), 103–121. https://doi.org/10.26593/jab.v18i2.5878.103-121
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran (Edisi ke-12, Jilid 1, Cetakan ke-4). PT Indeks.
Nikma, W., & Riofita, H. (2024). Pengaruh Efektivitas Strategi Digital Marketing dalam Meningkatkan Brand Awareness. Ekonodinamika: Jurnal Ekonomi Dinamis, 6(2). https://journalpedia.com/1/index.php/jed
Rahile, R., & Fimansyah, Y. (2024). Social media content development at Balai Besar Pengembangan Penjaminan Mutu Pendidikan Vokasi Bidang Mesin dan Teknik Industri. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 8(1), 13–24. https://doi.org/10.311004/jsab.v8il.361
Setiawan, M. R., & Rachmawati, I. (2019). The strategy of digital content marketing Eigen through social media Instagram. Prosiding Manajemen Komunikasi, 5(2), 625–632. https://doi.org/10.20473/bk.v0i0.17448
Tartila, M. (2022). Strategi industri perbankan syariah dalam menghadapi era digital. Jurnal Ilmiah Ekonomi Islam, 8(3), 3310–3316.
Wakarmamu, T., & Si, S. M. (2021). Metode penelitian kualitatif. CV. Eureka Media Aksara.
Yunita, D., Widad, A., Diah, Y. M., & Farla, W. (2021). Pembuatan content marketing sebagai strategi menumbuhkan brand awareness bagi pelaku usaha di era Pandemi Covid-19. Sricommerce: Journal of Sriwijaya Community Services, 2(2), 89-96. http://jscs.ejournal.unsri.ac.id/index.php/jscs