Abstract
Digital media, especially social networks like Instagram contributes to the emergence of a worldwide culture also known as a virtual community. The following study's goal is to define and pinpoint the personal branding tactics used by Hotman Paris to promote his legal services through social media posts on Instagram. The research method used in this research is qualitative with case study method. As a very popular and controversial lawyer, Rotman Paris not only actively uses Instagram as a medium to promote his legal services, but he also shares information and knowledge, handles a problem, informs the government of activities carried out, or even as simply greets the public through his post. Rotman Paris uses personal branding strategies by positioning himself not only as a famous lawyer but also dignified and sincere lawyer, which is shown from several posts on his personal Instagram account. Through this research, we found that Hotma11 Paris employs personal digital branding strategy which consists of factors such as: defining who you are, determining what you do, positioning yourself, and managing your brand through his Instagram account
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