The Use Of Social Media For Digital Marketing Strategies In Vocational Education (Case Study: Politeknik Negeri Bali)

DOI

10.2991/978-2-494069-83-1_37How to use a DOI?

Keywords

Social Media; Digital Marketing; Vocational Education

Abstract

The rapid development of digital technology, internet and social media users have also increased in number. Social media is not only used by individuals, but also in the world of education. The availability of facilities and infrastructure to access is also widely available, either by computers and smartphones. Learning and education as one of the tri dharma activities of higher education must be carried out by a lecturer in the university, as well as Bali State Polytechnic as a form of vocational higher education. The image of an institution nowadays can be done with social media, which has an effect on an intention to use the institution as a place to complete the higher education of people. This research will examine the use of social media for digital marketing strategies for vocational education at Bali State Polytechnic (PNB), in specific to determine the characteristics and types of social media used by lecturers and students. This will be used for the development of social media models for digital marketing strategies. This research is using factor analysis and collect the data from samples by stratified purposive sampling. The selection of social media is influenced by the competence and skills possessed by both lecturers and students. Through the joint use of social media, it will be a digital marketing strategy for institutions. The results showed that the use of social media among teaching staff was dominant in using Facebook, Instagram, Youtube in addition to WhatsApp and Tiktok. Social media can help institutions' digital marketing strategies because with the number of influencers on social media will make institutions more known. There are 5 factors that can be used, such as: Social Media as an interesting communication tool, Social Media as an impact on life, Social Media as a need and efficient media, Social Media as a free time filler that is always growing, and Social Media is easy to learn. Positive image can be formed from social media that is managed in a decentralized department-based manner so that all elements of the department play a role in supporting the digital marketing strategy carried out

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - IGusti Ketut Gede
AU  - Kadek Eni Marhaeni
AU  - IWayan Putrana
AU  - NiMade Kariati
AU  - IGusti Agung Mirah Sanjiwani
PY  - 2022
DA  - 2022/12/30
TI  - The Use Of Social Media For Digital Marketing Strategies In Vocational Education (Case Study: Politeknik Negeri Bali)
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
PB  - Atlantis Press
SP  - 206
EP  - 211
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-83-1_37
DO  - 10.2991/978-2-494069-83-1_37
ID  - Gede2022
ER  -