Both respondents are work for social media specialist and managing the social media especially

Instagram. Through the findings, respondents are asked about the social media strategic process in their
company as proposed in chapter 2, using an open ended questions. All of participants recognize them and agree
that strategic process of social media is important specially to promoting their products. Secondly, the
respondents are asked to mentioned the strategic process of social media that their company did, in order to
promoting the products.
According to Adam J. Mills and Kirk Plangger (2015), there are several steps that a company or a
brand should follow to achieved the good social media strategic process. The following steps are:
Identify target customers, researching existing conversations about the brand, find out competitor’s social media
activities, set social media goals and objectives, build social media network and channel, design social media
interaction, actively manage social media interaction, measure result, and Reflect on performance result.
Based on the collection data, both Kanya and Anin also do the following step of social media strategic.
The researcher found that they do most of the steps that suggested by Adam J.Mills and Kirk Plangger, all
participants agree that they should identify their target customers first by stated that their target market range are
from 20 years old above, and come from middle to high class. Selected their target market will eventually lead
them to researching the existing conversations about their company brand, Kanya stated that the way that they
positioning their products towards their customers is attracting them with the new events and trends that has
been happening these days.
Kanya and Anin agree that one of the way is held the giveaway event for their customers. By held the
giveaway trends it can be increasing the interest of the customers towards their products. They event
acknowledge several people as giveaway hunter.
This statement is also stated by (Introcaso, 2011 as cited in Luc Helmink, 2013) giveaway will engage
the customers and also will give them the opportunity to spreading the words about the brand to their relations
that might be interested in what the brand offering. Showing the customers that they will be acknowledged for
their participations along with the chance that they will win the several prize, a company can expect to see them
again in the future giveaway.
Anin in other side stated that they several times do the collaboration with the influencer to promoting
their product. This statement supported by (Falkow, 2012) that a brand should find people that eventually love
and cantilevered their brand and products and would be pleasantly spreading the brand’s message.
Through the explanation, the researcher finds that both participants agree that the competitors should
come from the same field with their brand. Monitoring the competitors could bring the great benefit for the
brand since their social media tactic would be visible publicly.
Furthermore, evidence from the data shows that there are step that contradictive with the previous
result of the strategic process of social media that has been suggested by Adam J.Mills and Kirk Plangger
(2015). This evidence is in Kanya’s statement through the step of set the objective and goals.

“Hm if you talk about objective and goals, we are not really having that but our aim in social media is
to make a fun concept so that our customers can enjoy looking at our account and products”

The participant shows that setting the objective and goals is not one of their strategy to promoting their
product. This is also shows contrary result with the statement by Adam J.Mills and Kirk Plangger (2015), which
stated one the important thing for the company is the objective and goals strategy. While previous research
(Joon Lempianien, 2017) also stated that having goals and objective is important in creating social media
strategy. Without goal, it is almost impossible to come up with an effective plan. Goals and objective also
important to monitoring and take control.
All participants shows the accordance strategic process with what was suggested by Adam J.Mills and
Kirk Plangger (2015), from build social media network and channel, design social media interaction, actively
manage social media interaction. Based on data collection, all participants showing that is important to build a
good network connection with another brand or a company.
“Building the good networking with other brand or people could be a challenging task for me,
therefore I should choose carefully which brand, people or company that represent Berrybenka the most before
asking them to work with me”
This statement supported by (Joon Lempianen, 2017) that stated networking are in constant change,
some might be dying but the new ones keep coming to replacing the one that cannot survive. The potential
social media channels and network will help the company to keeps climbing at the shocking step to promoting
their product.
Since Berrybenka’s Instagram account is about fashion icon, participants were more careful to design
the Instagram account of Berrybenka and Hijabenka. They fact that they use different theme in every week and
posted 6 photos every day, it accordance to previous finding of Adam J. Mills and Kirk Plangger (2015) that
stated the content should not only good for the customers but the content also should be linked with the brand.
 According to the data collection, the researcher finds that the participants actively managing the
interaction of Instagram account of Berrybenka and Hijabenka, what they do is to make the customers feel
easier to find the products and the researcher find this strategy is so useful. This also accordance with the
strategy that has been suggested by Adam J.Mills and Kirk Plangger (2015) and a statement that stated by
(Schmitt, 2012 as cited in Christy Ashley and Tracy Tuten, 2015) psychological engagement is essential thing to
do, since the customers are not passive subject, they are also the participants.
Through the findings researcher also find that both participants agree that they are not do measuring
result in their strategic process in order to promoting the product. The participants stated that measuring the
result of success is not their aim in PT.Berrybenka.

“If you ask how we measure the success we don’t usually do that” Kanya said

This statement is shows a contrary result from the statement about social media strategic process by
Adam J. Mills and Kirk Plangger (2015). (Bill and Mellinda Gates, 2013) also stated that measure the result is
needed to help the company or a brand become more strategic and stay focus. Moreover, measuring the result
can help to increasing the relevance therefore a company can reach more customers.
Furthermore, even though both of participants didn’t measuring the result, through the data collection
the researcher find, in order to discussing the previous and the future event that will held by the social media to
promoting the product, all participants stated that they did reflecting on their performance result that they held
regularly every week. This statement accordance in the last step that suggested by Adam J. Mills and Kirk
Plangger (2015) and accordance to the previous research by (Bill and Melinda Gates, 2013) that stated reflecting
on the performance result is works for knowing how deeply your customers engaging with your products and
content.
This research critically argued that PT.Berrybenka applied the right social media strategic process in
order to promoting their product. In fact, for PT.Berrybenka, even though they applied most of the process, they
missed to set the objective and goals also they stated that they didn’t need to measuring their result. The
researcher also find that there is lack information at PT.Berrybenka about how to set their objective and goals.
Participants showing that setting the objective and goals also measuring the result as unimportant matter.
Finally based on this research, there are many opportunities for the future research in the context of
social media. Millions companies and brands using social media to reach the customers and promoting their
products, this study does not explaining all of them, therefore the future research may include the analysis of the
content that companies or brands does in their social media.

5.0 Conclusion

In summary, this research began with the understanding of the explanation about social media
phenomenon, and accompanied with the explanation about the new media and also social media (e.g.
Instagram). Next, the focus comes how to creating the social media strategic process to promoting product for
online service media. And the final consideration was how to formulated the social media strategic process by
using PT.Berrybenka as the subject of this study. Social media such a powerful channel for a brand or company
to reach customers, but in order to access the customers, a company or brand marketer should do various of
strategy to make a success way. Particularly, in the context of online service brand, social media offer the
strategic process of using social media to promoting their brand product. This study shown that online service
brands are able to communicate with the customers directly with almost no boundaries. Moreover, social media
also bring the the new era of engaging with their customers. They best way to increasing the interest of a brand
or company product is to stay focus on the strategic that it uses. The discussion of what a top brand marketer
such as PT.Berrybenka doing in managing their social media to promote their product reflect their
understanding knowledge about using strategic process of social media.

Draft of The Questions:

1. Hello, first of all, thank you for your time that you give to me. May I know what is your name?
2. Okay thank you, and what is your position now in PT. Berrybenka?
3. Since you handle the social media especially Instagram, why do you think Instagram can be the
tool to attract the consumers? and since when Berrybenka use Instagram as the tool for promoting
the product?
4. Who is your target market?
5. How do you make the products of Berrybenka in Instagram interesting enough for your target
market?
 6. Let’s talk about the competitors now. In your opinion who is your competitors?
7. What are the requirements to say an account or brand as your competitors on Instagram?
8. What is your strategy to overcome the competitors?
9. What is the objective and goals that you want to achieve as the one who manages the account?
10. How do you build a good network connection with another brand or company?
11. How do you manage the flow of interaction between Berrybenka Instagram account and the
followers?
12. Can you explain the strategy that you use to manage the Instagram account of Berrybenka so you
can be maximizing to promote your product?
13. According to the strategy that you said, is there any particularly difficult or hard experiences in
manage the Instagram?
14. How do you measure your success in engaging the Instagram Account of Berrybenka? Are there
any consequences if you fail to reach your goal?
15. What you usually do to reflect your performance result?
16. Thank you so much.

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