ABSTRAKSI
Kehadiran internet telah membawa perubahan terhadap pola komunikasi dalam masyarakat. Internet membuat informasi tersebar sangat cepat dan dapat menjangkau khalayak lebih luas. Media sosial sebagai produk dari internet merupakan wadah yang memungkinkan seluruh lapisan masyarakat untuk berkomunikasi secara real time sehingga menjadikannya media yang efektif bagi pengelolaan hubungan baik antara brand dengan publiknya. Penelitian kualitatif ini bertujuan menganalisis efektivitas penggunaan akun media sosial Twitter dan Facebook DBO Indonesia.
2 ABSTRACT
Presence of Internet has change the patterns of communication in society. Internet makes
information spread quickly and reach a wider audience. Social media as a product of internet is
a place that allows all people to communicate in real-time so that makes it an effective medium
for management of an organization’s relationships with its publics. This qualitative study was
analyze the effectiveness of using social media Twitter and Facebook of DBO Indonesia
Research aim is to determine the strategy of public relations efforts Mediawave Interactive in
maintaining brand awareness through social media and how the public response to this
activities. Analysis data is using reach and engagement. Results is to explain how public
relations strategy of Mediawave Interactive develop brand awareness of DBO Indonesia through
social media. Conclusion is that the activities of social media by Mediawave is quite successful
in maintaining brand awareness, it can be seen from the results of the interview, public response
