Strategic Social Media Management for Strengthening University Branding: Evidence from a Muhammadiyah University in Yogyakarta
DOI:
https://doi.org/10.51454/jet.v7i3.988Keywords:
Branding, Content Management, Instagram, Social Media, University promotionAbstract
This study examines how Universitas Ahmad Dahlan strategically manages its Instagram content to strengthen institutional branding through the SOME framework. A qualitative case study design was employed involving four key informants from the university's Public Relations Division. Data were collected through semi-structured interviews, document analysis, and Instagram content observation, and analyzed using Miles and Huberman's interactive model supported by open, axial, and selective coding in ATLAS.ti 9. The findings indicate that effective university social media branding is achieved through four interconnected organizational capabilities: strategic orientation (Share), operational capability (Optimize), adaptive governance (Manage), and relational capability (Engage). Together, these capabilities form an integrated managerial cycle that aligns strategic planning, content development, performance evaluation, and stakeholder engagement to support sustainable university branding. This study extends the SOME framework by conceptualizing social media branding as an integrated managerial model for higher education and offers a practical framework for universities seeking to develop systematic and sustainable digital branding strategies.
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