Social Media Marketing Strategy in Facebook to Increase Sales Numbers for SABCANTY

Abstract

Indonesia is a country with the second longest coastline in the world, in total of 99,083 km, so there is no doubt that Indonesia has abundant fishery resources. Fish cultivators in Indonesia need good quality fish feed, and the fish feed sellers will reach them by using social media community of this industry to introduce and promote the products. Social media marketing is all marketing activities used to build recognition and memory for brands or businesses that easy to access. This research will focus on finding the right strategy implementation for fish feed selling company to use in social media platform. There are 4 strategies that are commonly used; community building, marketing campaign, platform advertising, and celebrity endorsement. Qualitative method will be used in this research, with data collected by structured interview towards the fish feed seller and fish cultivators’ community in a specific social media platform then analyzed using the three step coding. This research will be also validated through experts in social media marketing strategy. This research is expected to find the right social media marketing strategy implementation in specific platform that affects the number of sales for fish feed selling company.