Social Media Marketing Analysis of CommNightRun Event
Analisis Sosial Media Marketing Event CommNightRun
DOI:
https://doi.org/10.21070/ups.9457Keywords:
Marketing strategy, digital marketing, Social Media, Media DigitalAbstract
Social media serves as a crucial component in contemporary marketing strategies, particularly in the context of campus-based events. CommNightRun represents the inaugural night run event organized by Communication Science students at Universitas Muhammadiyah Sidoarjo. This study aims to examine the implementation of social media marketing strategies in enhancing both visibility and audience participation for the event. Utilizing a qualitative research approach and a case study method, data were collected through in-depth interviews with event organizers, observations of official social media platforms (Instagram, TikTok, and the official website), as well as documentation of promotional materials. The findings indicate that the social media marketing strategy employed by CommNightRun was systematically designed, guided by Singh’s five dimensions of social media marketing: online community, interaction, content sharing, accessibility, and credibility. The strategic use of interactive content, content scheduling, and a visual-emotional approach proved effective in fostering audience engagement.
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