Social media strategy framework formulation and implementation: a case study of Indonesian Government organisation

Abstract

This study aims to formulate a social media strategy framework that appropriate in government organisation that has a low interaction rate with public through their social media accounts. The research methods used was qualitative and quantitative on a government organisation which has already use social media however the utilisation was still low. The process of data collection was done by interview, observation and documents studies. The social media strategy was formulated using framework developed by Karl Werder combined with SWOT analysis, PEST analysis and 7S model. The strategy priority was determined by using AHP analysis. Three stages of social media framework formulation have been identified and the implementation results suggest that the organisation need to prioritise the strategies that have the objective to improve the complaint handling and then followed by the strategies related to engagement and awareness.