PENGEMBANGAN STRATEGI MEDIA SOSIAL DI INDUSTRI PENERBIT BERITA ONLINE (Studi Kasus Kapanlagi Youniverse): PENGEMBANGAN STRATEGI MEDIA SOSIAL DI INDUSTRI PENERBIT BERITA ONLINE (Studi Kasus Kapanlagi Youniverse)

KAGANGA KOMUNIKA: Journal of Communication Science
Vol 6 No 1 (2024): Edisi 10

Impact of the COVID-19 pandemic has changed the condition of online news publisher industry both in term of economic and existence. The aim of this research is  to find out the condition of social media communication strategy KapanLagi Youniverse as a media group in Indonesia for strengthening brand equity. The theoretical foundation of this research is using the Circular Model of SoMe for Social Communications and Brand Equity’s dimension Theory. The research method that will be used in this research is qualitative research with the design of a study case, which the data collected by interview and observation. The result of this research shows that in the pandemic situation KapanLagi Youniverse (KLY) could rise through strengthening their existence as a media group in Indonesia. Social media communication strategy of KapanLagi Youniverse uses the aspect of share (cross platform social media and type of content), optimize (PESO model), manage (media monitoring and user experience), and engage (interactivity and media community approach) in strengthening brand equity.  Keywords: Social Media Communication Strategy, Online News Publisher Industry, Brand Equity, Pandemic