In an effort to reach a wider audience in the digital era, PT KAI Indonesia uses several social media with a different focus and style. Meanwhile, PT KAI's X (Twitter) account uses poetic style posts that are not related to railways. This difference in style seems to have an influence on the number of followers that each platform has managed to gather, where the PT. KAI’s X account has the highes followers than other social media accounts with 1,238,637 followers. Poetic sentences from the PT. KAI’s account always gets a higher response from netizens compared to informative posts with a stiff and standard language style. In fact, the posts are often re-uploaded by netizens on other personal social media platforms such as TikTok and Instagram, and receive reactions in the form of likes, shares and comments in quite significant numbers. For this reason, this research discusses PT KAI's social media branding strategy in the digital era with a focus on the poetic style tweets of PT KAI's X account @kai121. The method used is a qualitative-descriptive approach with content analysis techniques assisted by the Nvivo 12 application for analyzing computer-based qualitative data. This research analyzes content uploaded by the @kai121 account, during the period 1 December - 31 December 2023. The results show that poetic content related to love, sadness and life motivation received a high response from users. @kai121's tweet expresses feelings of sadness, hope and support in facing separation and life's journey. The tweet received a good response and shows consistency in the content uploaded.
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