Title: Social media strategy framework formulation and implementation: a case study of Indonesian Government organisation

Authors: Arief Donnie Prasetya; Achmad Nizar Hidayanto; Puspa Indahati Sandyaduhita; Ave Adriana Pinem; Kongkiti Phusavat

Addresses: Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, West Java, 16424, Indonesia ' Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, West Java, 16424, Indonesia ' Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, West Java, 16424, Indonesia ' Faculty of Computer Science, Universitas Indonesia, Kampus UI Depok, West Java, 16424, Indonesia ' Center for Advanced Studies in Industrial Technology, Faculty of Engineering, Kasetsart University, Bangkok 10900, Thailand

Abstract: This study aims to formulate a social media strategy framework that appropriate in government organisation that has a low interaction rate with public through their social media accounts. The research methods used was qualitative and quantitative on a government organisation which has already use social media however the utilisation was still low. The process of data collection was done by interview, observation and documents studies. The social media strategy was formulated using framework developed by Karl Werder combined with SWOT analysis, PEST analysis and 7S model. The strategy priority was determined by using AHP analysis. Three stages of social media framework formulation have been identified and the implementation results suggest that the organisation need to prioritise the strategies that have the objective to improve the complaint handling and then followed by the strategies related to engagement and awareness.

Keywords: social media strategy; social media framework; strength; weakness; opportunity; threat; SWOT; analytic hierarchy process; AHP.

DOI: 10.1504/EG.2019.102616

Electronic Government, an International Journal, 2019 Vol.15 No.4, pp.417 - 438

Received: 29 Jan 2018
Accepted: 04 Oct 2018
Published online: 30 Sep 2019 *

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