Strategi Metricool dalam meningkatkan engagement TikTok PT Computrade Technology International

Abstract

Penelitian ini bertujuan untuk mengevaluasi efektivitas strategi media sosial dalam meningkatkan engagement akun TikTok dengan bantuan alat analitik Metricool. Penelitian dilakukan menggunakan pendekatan deskriptif kualitatif, serta mengacu pada model strategi The Circular Model of SoMe yang terdiri dari empat tahap yaitu share, optimize, manage, dan engage. Data diperoleh melalui observasi, wawancara, dokumentasi, kuesioner pendukung dan studi pustaka. Hasil penelitian menunjukkan bahwa strategi media sosial yang diterapkan telah berjalan efektif, ditunjukkan dengan peningkatan metrik performa konten seperti views, likes, komentar, dan pertumbuhan followers secara signigikan. Pada tahap share, perusahaan membagikan konten yang sesuai dengan minat audiens. Pada tahap optimize, Metricool digunakan untuk mengevaluasi waktu unggah, jenis konten, dan insight. Tahap manage dilakukan melalui pemantauan performa dan respons real-time, sedangkan pada tahap engage, konten interaktif dan penggunaan hashtag terbukti meningkatkan keterlibatan audiens. Kesimpulan dari penelitian ini adalah penggunaan Metricool yang dikombinasikan dengan penerapan Circular Model of SoMe mampu meningkatkan efektivitas strategi media sosial perusahaan dan memperkuat hubungan digital dengan audiens.

This study aims to evaluate the effectiveness of social media strategies in increasing TikTok account engagement with the help of the Metricool analytics tool. The study was conducted using a qualitative descriptive approach, and refers to the Circular Model of SoMe strategy model, which consists of four stages: share, optimize, manage, and engage. Data were obtained through observation, interviews, documentation, supporting questionnaires, and literature studies. The results of the study indicate that the implemented social media strategy has been effective, indicated by a significant increase in content performance metrics such as views, likes, comments, and follower growth. In the share stage, the company shares content that suits the audience's interests. In the optimize stage, Metricool is used to evaluate upload times, content types, and insights. In the manage stage, real-time performance and response monitoring are carried out, while in the engage stage, interactive content and hashtag use have been proven to increase audience engagement. The conclusion of this study is that the use of Metricool combined with the implementation of the Circular Model of SoMe can increase the effectiveness of the company's social media strategy and strengthen digital relationships with the audience.