Strategi Perencanaan Humas Media Sosial Radio OZ sebagai Upaya Transformasi Pendengar

Abstract

Radio has a lot of value, with the radio information can spread quickly to many people and the radio have a superiority that is audio. The other benefits of radio are easy to reach and entertain. Now Radio is very competitive, and Radio OZ feel the impact of competition. The competitor not only another radio but turn out of social media as a popular media, and many people use them. In the past, Radio OZ was very popular in the youngest segmentation and it becomes a reference as a lifestyle of youngest people. In order to remain able to compete Radio OZ using digital marketing to reach the new audience. This research has a purpose that is how to use social media with a good plan. The method of research is descriptive because with the descriptive method we can describe every step that plans by Radio OZ. We have six steps how to use social media to transform the listener and the steps are situation analysis, determine of goals, define the audiences, choosing the strategic and tactic, and the last is make a timeline. The development of digital marketing in the form of social media makes it easy for broadcast managers to communicate the transformation to their listeners. However, it must still pay attention to the steps to use social media, including understanding the situation by prioritizing research as a radar for the needs of listeners.