Social Media Management of PT GMF Aeroasia by The Corporate Communication Unit

Abstract

Social media has given birth to a new method of communication within public relations sphere. PT. GMF AeroAsia, as one of the leading company within the field of aviation and MRO (maintenance, repair, overhaul) in Indonesia decided to utilize social media as a communication platform to provide information to its stakeholder. In this study, we try to describe the social management of PTGMF AeroAsiaas part of the company’s brand awareness strategy. Using New Media Theory as scientific references, the paper provides a comprehensive description on the matter using qualitative data. Social Media activities of PT GMF AeroAsiamanaged by Corporate Communication department includes platforms ofFacebook, Instagram, YouTube, andLinkedIn. The division in charge of the activity is the digital activation team by providing contents, which was previously approved by the head of Corporate Communication Division. The company emphasizes Business to business efforts in the social media activity. Although all social media platforms have a large number of followers, there were minimal response and feedbacks with the stakeholders, interactivities were usually delayed, implying lack of attention by the company related to the matter