Rajawali Televisi (RTV) Social Media Management

The era of digital disruption marked by the massive use of social media and digital technology has an impact on real challenges facing the national television industry in Indonesia. Currently television stations not only compete with other television stations but also have to compete with influencers on social media in capturing viewers and advertisements. For the television industry, the presence of social media can be seen as a challenge and an opportunity in carrying out its business processes. Seeing this phenomenon, Rajawali Televisi (RTV) is aware of the great influence of social media as a media for program promotion and distribution of broadcast content. This study aims determine the social media management of RTV. This study uses a qualitative research approach with a case study method and uses the conceptual foundation of Regina Lutrell's The Circular Model of SOME. Data collection techniques in the form of interviews, literature study, and documentation. The results show that currently the use of social media on RTV greatly contributes to building the closeness of the audience to its programs and increasing company revenue obtained from YouTube AdSense and advertising on RTV social media. RTV social media management seeks to pay attention to the aspects of share, optimize, manage, and engage so that social media Facebook, Instagram, Twitter, and YouTube can be used optimally to achieve company goals.