Analisis Tinjauan Penggunaan dan Perancangan Strategi Media Sosial Sebagai Sarana Pemasaran Produk Tax Center Polibatam

Abstract

This study aims to analyze the effectiveness of social media usage, especially Instagram, in marketing digital educational products in the form of the Tax Center Polibatam's Educational version of the e-Filing Tax Application. This study was conducted using a descriptive qualitative approach with data col-lection techniques through in-depth interviews, non-participatory observa-tion, documentation, and data analytics analysis from Instagram accounts. The evaluation was conducted using five Social Media Optimization (SMO) principles, ten Social Media Guidelines, and strategy design using the SMART method. The results of the study indicate that the use of social me-dia by the Tax Center Polibatam has not been maximized in reaching the B2B education target market. The strategy designed through the SMO prin-ciple and the SMART method shows a more relevant and measurable direc-tion in increasing visibility, engagement, and effectiveness of digital com-munication.