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All Journal Universitas Muhammadiyah Yogyakarta Undergraduate Conference Proceeding
Putri, Tafsiroh Tenggara
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Public Health Social Sciences

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The Strategic Planning of Cyber Public Relations at Faith-Based Organization Putri, Tafsiroh Tenggara; Damayanti, Syafira; Fauziah, Kholifatul
Proceedings of Universitas Muhammadiyah Yogyakarta Graduate Conference Vol. 3 No. 1 (2023): Crafting Innovation for Global Benefit
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/umygrace.v3i1.620

Abstract

This paper examines the critical interpretation of strategic planning of cyber public relations in a faith-based organization. Specifically, this paper aims to elaborate on how the administrators of the Central Board of Muhammadiyah conduct their relationship with the public through their official social media, Lensamu, which consists of Instagram, Facebook, YouTube, and Twitter accounts. This study uses the descriptive qualitative analysis method with Lutrell's theory as the framework of analysis. Data collection was operationalized through interview, observation, and documentation. Lutrell's strategic planning of social media consists of sharing, optimizing, managing, and engaging. The result shows that all steps of strategic planning were carried out by Lensamu. Sharing and optimizing are optimally executed. Meanwhile, managing and engaging still need to be developed. Theoretically, this study contributes to a cyber public relations scheme of faith-based organizations. Besides, this study provides a significant lesson learned for social media administrators, especially those working in the faith-based area.
Co-Authors Damayanti, Syafira Fauziah, Kholifatul