Digital Institutional Branding on The Social Media Accounts of MTA Islamic Boarding School Instagram

DOI

10.2991/978-2-494069-77-0_46How to use a DOI?

Keywords

Personal Branding; Digital Branding; Institutional branding; Instagram; Islamic Boarding School

Abstract

The application of technology and digital media is growing every year. This can make it easier for an institution to carry out Institutional Branding through social media. An institution needs institutional branding to show its identity to the public. In institutional branding in digital media, an institution requires digital content to make it happen. Digital content is an upload in the form of video, audio, or images containing the message to be conveyed. Similar to other institutions, the MTA Karanganyar Islamic Boarding School also applies technology and digital media with digital content to carry out institutional branding. This study aims to find out how the application of digital content in Institutional Branding is carried out by MTA Islamic Boarding School using one of its social media, namely Instagram based on three components of Online Personal Branding. The main object of this research is the manager of the Instagram social media account of the MTA Karanganyar Islamic Boarding School, namely @ponpesmta. This study uses a qualitative approach so that the research results will be presented descriptively using narrative texts. The results of this study indicate that the digital content applied in the institutional branding of the MTA Karanganyar Islamic boarding school is in the form of student activities, Juziah Al-Qur’an reports, Aphorisms, announcements of the cottage, untaian bermakna, and public relations content. Digital branding through uploaded content marketing is expected to help the public in getting to know more about the MTA Karanganyar Islamic Boarding School.

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  - Lintang Bayu Aji
AU  - Sri Hastjarjo
AU  - Yulius Slamet
PY  - 2022
DA  - 2022/12/30
TI  - Digital Institutional Branding on The Social Media Accounts of MTA Islamic Boarding School Instagram
BT  - Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)
PB  - Atlantis Press
SP  - 330
EP  - 338
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-77-0_46
DO  - 10.2991/978-2-494069-77-0_46
ID  - Aji2022
ER  -