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All Journal Dewantara: Jurnal Pendidikan Sosial Humaniora Priviet Social Sciences Journal
Lutfi Adji Ardiansyah
Universitas Paramadina
Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Social media communication patterns of Artificial Intelligence (AI) in five leading AI tools Lutfi Adji Ardiansyah; Muhammad Farizan Saputera; Edison Bonartua Hutapea
Priviet Social Sciences Journal Vol. 6 No. 5 (2026): May 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i5.1847

Abstract

This research is motivated by the development of digital technology, which drives significant changes in the way organizations and products, specifically Artificial Intelligence (AI) tools, communicate with their public. Social media has become a strategic space to build relationships, image, and public trust. The scope of this research is limited to five AI tools (ChatGPT/OpenAI, Gemini/Google, Perplexity, Meta AI, and Microsoft Copilot) and five social media platforms (X/Twitter, Instagram, TikTok, Facebook, and YouTube). The objectives of this research are to determine the distribution of platforms used, the level of activity and content intensity, the digital communication patterns formed, and the position of each AI tool in the communication strategy matrix. The research approach employs a quantitative-descriptive content analysis (Krippendorff, 2018) combined with systematic digital observation over a 14-day period, with two independent coders and Cohen’s κ = 0.782 (substantial agreement). The results show that X/Twitter is the platform with the highest frequency of use. Based on the communication strategy matrix, ChatGPT and Microsoft Copilot are in the quadrant of using many platforms with high content intensity, while Gemini dominates in terms of total content. Another finding shows that a high number of followers is not always directly proportional to the engagement rate, where content quality such as celebrity endorsement (as in Perplexity) is able to generate organic interactions that far exceed its competitors.
Penerapan Digital Marketing Funnel pada Kampanye Kemanusiaan: Studi Komparasi Aktivitas Media Sosial YAUM, DT Peduli, dan BAZNAS Muhammad Farizan Saputera; Lutfi Adji Ardiansyah; Mulharnetti Syas
Dewantara : Jurnal Pendidikan Sosial Humaniora Vol. 5 No. 2 (2026): Juni: Dewantara : Jurnal Pendidikan Sosial Humaniora
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/dewantara.v5i2.7026

Abstract

The rapid advancement of digital technology has fundamentally transformed the landscape of humanitarian fundraising, requiring philanthropic institutions to adopt structured communication strategies to remain competitive in the attention economy. This study aims to analyze the application of the digital marketing funnel through Content Marketing strategies in three Islamic philanthropic institutions based in Cirebon: YAUM, DT Peduli Cirebon, and BAZNAS Kota Cirebon. Employing the Quantitative Content Analysis method, this study systematically observed and coded all social media posts published on Instagram and TikTok over a 14-day period (November 27 – December 10, 2025). A total of 145 content units were analyzed and categorized based on four funnel stages: Awareness (Education & Inspiration), Consideration (Program Information), Conversion (Fundraising), and Retention (Reports & Transparency). Intercoder reliability was established using Krippendorff's Alpha (α = 0.85). Results indicate that YAUM dominated share of voice with an average of 6.4 posts per day, applied a proactive Always-On funnel strategy, and demonstrated the most complete funnel coverage across all four stages. DT Peduli showed moderate funnel activity concentrated at the top and middle stages, while BAZNAS exhibited a reactive event-riding pattern, activating only at the bottom-of-funnel during the Sumatra/Aceh natural disaster. The absence of top-of-funnel content by BAZNAS prior to the crisis period significantly limited its potential for long-term donor Retention. This study recommends that Islamic philanthropic institutions adopt a structured content calendar, implement content localization strategies for branch-level communications, and expand to multi-platform (omnichannel) strategies to optimize donor acquisition and Retention.
Co-Authors Edison Bonartua Hutapea Muhammad Farizan Saputera Mulharnetti Syas, Mulharnetti