Strategi Pengelolaan Media Sosial Multiplatform Play99ers Radio Bandung Dalam Mengikuti Eksistensi Di Era Digital
Abstract
Play99ers Radio Bandung, as a conventional radio broadcaster, currently faces the challenge of declining listenership due to the shift in audience behavior toward digital media, prompting strategic adaptations through the introduction of multiplatform social media programs. This study aims to analyze Play99ers Radio Bandung’s multiplatform social media management strategy in maintaining its existence in the digital era. Using a narrative qualitative method, data was collected through observation, documentation, and in-depth interviews with seven informants including the director, broadcasters, expert practitioners, and the audience and analyzed using the POST concept introduced by Bernoff & Li (2011). The results indicate that the management strategy is executed through four stages, defining Generation Z as the primary target audience by utilizing internal staff as trend references establishing objectives to increase brand awareness and reclaim lost audiences through a content mirroring strategy on Instagram, TikTok, and YouTube applying storytelling content tactics with a casual language style on topics relevant to Generation Z and utilizing technology oriented toward work efficiency and data analysis for content performance evaluation. This research contributes to the study of the radio industry regarding survival strategies involving the production of digital content that is efficient yet capable of building strong relationships with listeners. Keywords: Content, Digital Media, Play99ers, Radio, Social Media
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