Panduan strategi dan eksekusi social media Divistant — platform strategy, content mix, community management, dan employee advocacy. Social media adalah amplifier untuk content, thought leadership, dan brand visibility. Diselaraskan dengan nilai Curiosity (engage dengan conversations) dan Adaptability (adapt to platform changes) dari CIRCCA.
Kapan & Untuk Siapa
| Aspek |
Keterangan |
| Kapan dibaca |
Saat merencanakan social media strategy, membuat content calendar social, onboarding social media manager, atau reviewing social performance |
| Untuk siapa |
Digital Marketing, Content Marketing, Marketing Lead, Leadership (untuk personal branding) |
| Prasyarat |
Brand Guidelines, Content Strategy, Thought Leadership |
Tujuan & Outcome
| Tujuan |
Outcome |
| Membangun brand awareness di target audience |
≥10% YoY follower growth di LinkedIn |
| Amplify content reach |
≥2x organic reach per post vs industry average |
| Drive traffic ke website |
≥15% website traffic dari social channels |
| Support thought leadership program |
Active personal brands untuk 2-3 leaders |
| Platform |
Priority |
Audience |
Tujuan Utama |
Frekuensi |
| LinkedIn |
Primary |
Decision makers, professionals, B2B |
Thought leadership, lead gen, brand |
5-7x/minggu |
| Twitter/X |
Secondary |
Tech community, industry commentators |
Real-time engagement, tech credibility |
3-5x/minggu |
| YouTube |
Tertiary |
Researching audience |
Long-form education, demos, webinars |
2-4x/bulan |
| Instagram |
Optional |
Employer branding, culture |
Team culture, behind the scenes |
2-3x/minggu |
LinkedIn Strategy (Primary Focus)
Company Page
| Content Type |
Frekuensi |
Format |
Tujuan |
| Blog promotion |
1x/minggu |
Link post + key insight |
Drive traffic |
| Case study highlight |
2x/bulan |
Carousel atau single image |
Social proof |
| Team spotlight |
1x/minggu |
Photo + story |
Employer branding |
| Industry insight |
1x/minggu |
Text + infographic |
Thought leadership |
| Company news |
As-needed |
Text + image |
Brand awareness |
| Job posting |
As-needed |
Formatted job post |
Recruitment |
Personal Pages (Leadership)
Lihat detail di Thought Leadership Program
| Content Type |
Frekuensi |
Format |
| Industry opinion |
2x/minggu |
Text post (200-300 kata) |
| Lesson learned |
1x/minggu |
Story format |
| Quick commentary |
2-3x/minggu |
Short reaction |
| Company celebration |
2x/bulan |
Photo + context |
Content Mix (Rule of Engagement)
| Category |
% of Posts |
Contoh |
| Educational/Value |
40% |
Tips, frameworks, how-to, insights |
| Social Proof |
25% |
Case studies, testimonials, wins, milestones |
| Brand/Culture |
20% |
Team stories, values, behind the scenes, events |
| Promotional |
10% |
Service highlights, CTAs, event invitations |
| Engagement |
5% |
Polls, questions, discussions |
Content Guidelines per Platform
LinkedIn Best Practices
| Aspek |
Guideline |
| Posting time |
Selasa-Kamis, 08:00-10:00 WIB |
| Hook |
2 baris pertama harus compelling (sebelum "see more") |
| Length |
150-300 kata untuk text posts |
| Hashtags |
3-5 relevant hashtags, mix broad + niche |
| Visual |
Always include image/carousel — increases engagement 2-3x |
| Tagging |
Tag people/companies when relevant (not spam) |
| Engagement window |
Reply to comments within 2 jam |
| Employee advocacy |
Encourage team to like/share within 1 jam publish |
| Aspek |
Guideline |
| Posting time |
Senin-Jumat, 09:00-12:00 WIB |
| Length |
<200 characters untuk maximum engagement |
| Thread |
Use threads untuk explain complex topics |
| Hashtags |
1-2 hashtags max |
| Engagement |
Quote tweet industry conversations, add value |
| Tone |
More casual dan conversational than LinkedIn |
YouTube Best Practices
| Aspek |
Guideline |
| Video types |
Webinar recordings, tutorials, case study videos, company culture |
| Length |
5-15 menit (tutorials), 30-60 menit (webinars) |
| Thumbnails |
Custom thumbnails, text overlay, faces |
| Descriptions |
SEO-optimized, include links dan timestamps |
| Consistency |
2-4 videos per bulan |
Engagement Response Framework
| Type |
Response Time |
Response |
| Comment (positive) |
<2 jam |
Like + thoughtful reply |
| Comment (question) |
<4 jam |
Answer directly, or point to resource |
| Comment (negative/complaint) |
<2 jam |
Acknowledge, offer to discuss via DM |
| Direct message (prospect) |
<4 jam |
Personalized response, offer value |
| Direct message (partnership) |
<24 jam |
Forward ke Marketing Lead |
| Brand mention |
<8 jam |
Like + reply jika relevant |
| Competitor mention |
Monitor only |
Track, do not engage negatively |
Crisis Communication on Social
| Level |
Definition |
Action |
| Level 1 |
Minor complaint |
Respond publicly, resolve via DM |
| Level 2 |
Repeated complaints or minor viral |
Escalate to Marketing Lead, prepare response |
| Level 3 |
Major crisis (factual error, PR issue) |
Pause all scheduled posts, coordinate with Leadership |
Employee Advocacy Program
How It Works
| Step |
Detail |
| 1. Marketing creates shareable content |
Pre-written posts yang bisa di-copy atau di-personalize |
| 2. Share via internal channel |
Kirim di Slack/email: "New content to share" + suggested caption |
| 3. Employees share dari personal accounts |
Like, comment, share — minimal engagement: like |
| 4. Track participation |
Monitor who shares, engagement generated |
Guidelines untuk Employees
| Do |
Don't |
| Share company content yang relevan |
Share tanpa membaca contentnya |
| Add personal perspective ke caption |
Copy-paste caption yang sama persis |
| Engage dengan comments di post sendiri |
Share lalu ignore engagement |
| Be authentic dan professional |
Bicara negatif tentang competitors |
| Tag company page saat relevant |
Over-post (max 1 company share per hari) |
| Day |
LinkedIn (Company) |
LinkedIn (Personal) |
Twitter/X |
| Mon |
Blog promotion |
Industry insight |
Quick tip |
| Tue |
— |
Lesson learned |
Industry commentary |
| Wed |
Team spotlight |
— |
Blog thread |
| Thu |
Industry insight |
Company win |
— |
| Fri |
— |
Engagement post |
Fun/culture |
Flow di BizOps
| Kebutuhan |
Module |
Detail |
| Social content calendar |
Task |
Track planned vs published posts |
| Content assets |
File Manager |
Social images, templates, brand kit |
| Performance tracking |
Notes/Custom |
Track follower growth, engagement |
Skenario Umum
Skenario 1: Engagement rate dropping
Situasi: LinkedIn engagement turun 30% dalam 2 bulan.
Tindakan: (1) Audit content mix — terlalu banyak promotional? (2) Check posting time — masih optimal? (3) Review hook quality — 2 baris pertama harus lebih compelling. (4) Increase personal posts dari leadership — personal beats company. (5) Experiment format baru — carousel, video, polls.
Situasi: Seseorang post kritik tentang Divistant yang mulai viral.
Tindakan: (1) Jangan panic atau delete. (2) Acknowledge dan respond secara professional. (3) Jika valid, terima feedback dan share tindakan perbaikan. (4) Jika invalid, present facts tanpa defensive. (5) Move conversation ke DM untuk detail. (6) Brief Leadership jika terus escalate.
Checklist
Monthly Social Review
Tanggung Jawab
| Aktivitas |
Marketing Lead |
Digital Mkt |
Content Mkt |
Design |
Leadership |
| Social media strategy |
R/A |
R |
C |
I |
C |
| Content creation (social) |
A |
R |
R |
R |
I |
| Community management |
A |
R |
C |
I |
I |
| Employee advocacy program |
R |
R |
C |
I |
R (participate) |
| Personal brand (leadership) |
A |
C |
R (ghostwrite) |
I |
R (publish) |
| Performance reporting |
R |
R |
I |
I |
I |
R = Responsible, A = Accountable, C = Consulted, I = Informed
Referensi
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