Instagram Biodigitroops in Promoting Bio Farma

Case Study on Bio Farma Internal Influencers

DOI

10.2991/assehr.k.210617.009How to use a DOI?

Keywords

promotional content, content posting, company rules, digital influencers

Abstract

Seeing the development of technology and internet in Indonesia and also the great opportunities for promotion, Bio Farma also uses the social media of its employees who are members of Biodigitroops as a means of publicity and company promotion. The research objective was to identify and analyze Biodigitroops Instagram in promoting Bio Farma. This research uses qualitative methods with a case study approach. The results showed that Bio Farma has an internal program by forming an internal influencer named Biodigitroops. Biodigitroops has a duty to promote Bio Farma in their personal accounts according to the characteristics of each member of Biodigitroops. Biodigitroops uses a storytelling style to make the content more attractive to its followers. The results turned out to be positive, namely that many followers who asked about vaccines were included in the comments column and direct messages on Instagram of Biodigitroops members. Biodigitroops members can upload Bio Farma promotional content according to their initiatives without having to wait for content directions from Bio Farma but still have to comply with the social media regulations set by the company.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuni Miyansari
AU  - Neni Yulianita
PY  - 2021
DA  - 2021/06/19
TI  - Instagram Biodigitroops in Promoting Bio Farma
BT  - Proceedings of the Social and Humanities Research Symposium (SORES 2020)
PB  - Atlantis Press
SP  - 35
EP  - 40
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210617.009
DO  - 10.2991/assehr.k.210617.009
ID  - Miyansari2021
ER  -