The Use of Social Media to Build a Positive Image for High Schools
Pemanfaatan Media Sosial untuk Pembentukan Citra Positif Sekolah Menengah Atas
DOI:
https://doi.org/10.21070/how.v2i3.245Keywords:
Cyber Public Relations, School Branding, Social Media, Content Strategy, Customer EngagementAbstract
Background: The increasing competition in the digital era necessitates a re-evaluation of public relations strategies for educational institutions. This study focuses on the application of Cyber Public Relations (CPR) as a critical tool for schools to maintain a positive brand image and attract prospective students. Knowledge Gap: While the importance of digital presence is widely acknowledged, there is a limited understanding of the specific CPR strategies that are most effective for secondary schools in a local context. Aims: This research aims to analyze the specific CPR strategies implemented by SMA Muhammadiyah 2 Sidoarjo (SMAMDA) to enhance its positive image through social media. Results: The findings indicate that SMAMDA’s effective use of Instagram, through influencer collaboration, supportive partnerships, and consistent production of daily activity content, has been instrumental in attracting new students. Novelty: This study provides a practical case example of how a high school can successfully leverage specific digital communication tactics to achieve measurable marketing and branding outcomes. Implications: The research concludes that a school’s positive image and brand recognition can be significantly improved through the strategic and effective implementation of CPR.
Highlights :
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The study reveals that SMAMDA’s CPR strategy on Instagram, which includes collaborations and daily content, is effective.
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This approach successfully attracts new students and enhances the school’s positive image.
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The research concludes that effective CPR is crucial for schools to build brand recognition in the digital age.
Keywords: Cyber Public Relations, School Branding, Social Media, Content Strategy, Customer Engagement
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