Social Media Admin of Work Unit, The Spearpoint of IPB University’s Branding through Cyber Space
Social media admin work unit is the spearpoint of IPB University’s branding in the cyber world. This was conveyed by the Head of the Communication Bureau of IPB University, Ir. Yatri Indah Kusumastutui, M.Si while giving her opening speech during the “Online Brand Effectiveness” Workshop, Monday (17/6) at IPB Dramaga Campus, Bogor.
“The presence of the social media admin work unit as a workshop participant has a very important role in socializing the rebranding of IPB University to internal and external work unit stakeholders. Social media admin specifically website work unit can help the spread of information of IPB University’s rebranding by visualization through photos with high attractibility and have a high new value. Photo quality is also very important when uploading to social media and websites. After every event and activity we hope we all can work together as IPB’s cyber army,” said Yatri.
Head of Public Relations Department, Communication Bureau IPB University. Siti Nurhayati, STP, M.Si added that in the rebranding of IPB University cooperation from all stakeholders of IPB University is needed especially that of the social media/website work units. “The Public Relations Team of the Communication Bureau of IPB Unversity is ready to cooperate with the social media admin and support each other in the crystalizing change of IPB University’s rebranding to internal and external stakeholders. Therefore, we ask for the help of the work unit to share top-notch information to one another in the work unit on achievements, innovations, event agendas, and other kinds of important information so that we can process the information together to improve the image and reputation of our institution,” said Siti.
During this opportunity, Dr. Amalia E. Maulana from Etnomark as one of the informants conveyed, rebranding isn’t just about marketing, creating advertisements, or roadshow sales. But the essence of marketing is the story you tell. “Marketing is no longer about the product you sell, but the story you tell. If the internal institution do not work together as one voice and one understanding of the brand, therefore, there will be many versions of the story of the brand. Besides uniting the understanding, the largest current obstacle of rebranding is controlling of the controller. This is not easy. Because in this digital era interaction between stakeholders is fluid-like in character and can easily comment anything on social media,” explained Amalia.
Furthermore, Amalia explained the important role of social media admin is the agent of change for IPB University’s rebranding. IPB University currently has a new tagline ‘Inspiring Innovation with Integrity’. “The real success of IPB University’s rebranding is not limited by only mass socialization to the community, but the most important thing is the tagline should be internalized as the rebranding’s agent of change: The community sees and feels the tagline ‘Inspiring Innovation with Integrity” has stuck to the rebranding’s agent of change in everyday life,” Amalia explains.
One of the efforts of internalization of the tagline, according to Amalia, is the work unit of the social media admin of IPB University to routinely post the best content which will strengthen those three tagline keywords to all digital media channels and non-digital work units. Furthermore, always using hashtags on social media #ipbuniversity, #rebrandingipb, and #grandlaunchingipb in every post related to IPB University rebranding content. “This is an effort to speed up the spread of information and the understanding of IPB University to the public,” said Amalia. (AVR)
