The Use of Instagram Biodigitroops in Promoting Bio Farma
Yuni Miyansari, Neni Yulianita

Pascasarjana Universitas Islam BAndung, Jl. Purnawarman No. 59 Bandung

Abstract

Seeing the development of technology and internet in Indonesia and also the great opportunities for promotion, Bio Farma also uses the social media of its employees who are members of Biodigitroops as a means of publicity and company promotion. The research objective was to identify and analyze Biodigitroops Instagram in promoting Bio Farma. This research uses qualitative methods with a case study approach. The results showed that Bio Farma has an internal program by forming an internal influencer named Biodigitroops. Biodigitroops has a duty to promote Bio Farma in their personal accounts according to the characteristics of each member of Biodigitroops. Biodigitroops uses a storytelling style to make the content more attractive to its followers. The results turned out to be positive, namely that many followers who asked about vaccines were included in the comments column and direct messages on Instagram of Biodigitroops members. Biodigitroops members can upload Bio Farma promotional content according to their initiatives without having to wait for content directions from Bio Farma but still have to comply with the social media regulations set by the company.

Keywords: promotional content- content posting- company rules- digital influencers

Topic: New Media: Impacts, Benefits, and Barriers