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All Journal JURNAL SISTEM INFORMASI BISNIS Jurnal Simetris Jurnal Sosioteknologi Proceeding of the Electrical Engineering Computer Science and Informatics SISFOTENIKA Jurnal Eksplora Informatika Voice Of Informatics CCIT (Creative Communication and Innovative Technology) Journal SENSITEK E-JURNAL JUSITI : Jurnal Sistem Informasi dan Teknologi Informasi Jurnal Bumigora Information Technology (BITe) INFOSYS (INFORMATION SYSTEM) JOURNAL Jurnal Ilmiah IT CIDA : Diseminasi Teknologi Informasi Jikom: Jurnal Informatika dan Komputer CSRID
I Dewa Ayu Eka Yuliani
STMIK Pontianak
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Journal : CSRID

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Implementation of Social Media Analytics Using Buffer Tool to Measure Business Instagram Content Performance Yohana, Yohana; Kosasi, Sandy; Yuliani, I Dewa Ayu Eka
CSRID (Computer Science Research and Its Development Journal) Vol. 17 No. 2 (2025): Juni 2025
Publisher : LPPM Universitas Potensi Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22303/csrid-.17.2.2025.191-203

Abstract

Instagram social media has been utilized by businesses as a platform for digital marketing activities. To assess the success of these marketing efforts, measuring content performance on Instagram is essential. This measurement involves analyzing data and insights regarding metrics such as reach, engagement, and impressions. These metrics are obtained through the process of Social Media Analytics (SMA) on the Instagram platform. However, many businesses experience a consistent decline in insights, resulting in decreased effectiveness of digital marketing. This study proposes a solution by implementing enhanced digital marketing on Instagram, followed by the measurement of Key Performance Indicators (KPIs). The measurement tool used is Buffer, which provides a comprehensive analysis dashboard concerning content performance, audience interaction patterns, and the impact of posting times on audience engagement in real-time. The KPI measurement during 3 months results indicate a significant increase, including a 66% rise in posts, a 69% increase in impressions, a 32% increase in reach, a 167% increase in likes, a 90% increase in comments, and a 105% increase in new followers for Casia store's Instagram channel. The accuracy of the data obtained from the Buffer analytic tool is verified through comparison with the impression metrics from Instagram Insight, which show identical figure, and Buffer has proven to be effective and accurate for measuring content performance and supports the implementation of SMA on the Instagram platform.
Co-Authors Alexander Harsono Alip Alip Andi, Wiwin Afri Angelia Chantika Sri Margiawati Budi Susilo Callista, Marlline David David David David David, Davi Dea Erlinda Thendy Salim Devi Widya Sari Diana Fitrianai Endah Sri Subrata Frankie Frankie Gat Gat, Gat Gusti Syarifuddin Gusti Syarifudin Gusti Syarifudin Gusti Syarifudin Gusti Syarifudin, Gusti Harsono, Alexander Irawan Wingdes Irawan Wingdes, Irawan Maulidania, Resvi Nurcahyati, Yohana Rivan Andrean Sandy Kosasi Susanti Margaretha Kuway, Susanti Margaretha Syarifudin, Gusti Tri Widayanti Vedyanto Vedyanto Vedyanto Vedyanto Vedyanto Vedyanto Vedyanto Vedyanto, Vedyanto Vedyanto, Vedyanto Vedyanto, Vedyanto Vedyanto, Vedyanto Yohana Yohana