Strategi Social Media Specialist Dalam Membangun Brand Awareness Melalui Konten Edukasi dan Promosi Pada Akun Instagram @ihc.klinikpertamina

Aprilia Handayani (Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta)
Gema Irhamdhika (Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta)

Brand Communication
Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet

This study aims to analyze social media specialist strategies for building brand awareness through educational and promotional content on the Instagram account @ihc.klinikpertamina. The study employed a qualitative approach using qualitative content analysis. Data were collected by observing and documenting four Instagram posts, comprising two educational and two promotional posts. The data were analyzed using Regina Luttrell's Circular Model of Social Media, encompassing four stages: share, optimize, manage, and engage, alongside Aaker's concept of brand awareness. The findings revealed that communication strategies were implemented through the dissemination of health information and service promotions, optimization of messages and visual identity, content publication management, and the provision of opportunities for audience interaction. Educational content was intended to communicate health information and foster trust, while promotional content introduced available healthcare services. Consistent use of logos, colors, and visual designs provided identifiable brand recognition cues. However, brand recall and top-of-mind awareness could not be established because audience awareness was not directly measured.