Social Media Management In Building The Brand Of Higher Education Institutions At The Ummul Quro Al-Islami Institute Bogor

Abstract

Currently, social media can be used as an alternative to build a brand. One of the educational institutions that has social media is Institut Ummul Quro Al-Islami (IUQI) Bogor. This research aims to find out the social media management carried out by IUQI Bogor in building the brand of higher education institutions. This research uses a qualitative approach with a case study method conducted at IUQI Bogor higher education institution. The results showed that IUQI Bogor implemented fairly good social media management, with thorough content planning, clear team organization, and effective coordination through digital platforms. Although there is a limited budget from the institution, reporting is still done. Instagram is the main media in building the institution's brand. IUQI Bogor's brand was successfully built with two key elements: "Kampus Aswaja" and "Road to University", which are consistently applied in the social media content strategy. The social media management of Institut Ummul Quro Al-Islami Bogor contributes significantly to building brand awareness and positive brand image, especially through message consistency and content variety. This strategy also has a positive impact on the new student admission process. Based on the research results, it can be concluded that effective social media management plays an important role in building the brand of higher education institutions.