Mastering Social Media Branding: Tips from Detikcom’s Head of Brand Communication
Teater Prof. Aqib Suminto, UIN Jakarta News Online – “Judge the branding by its social media!” With this striking statement, Karel Anderson, Head of Brand Communication Division at Detikcom, opened his session at the Detikcom Goes to Campus event held at UIN Jakarta. Karel’s interactive style immediately captivated the audience, highlighting a critical challenge: audience perceptions on social media often diverge from the intentions of content creators.
“What we showcase on social media is often interpreted differently by the audience. This is the primary challenge of digital branding,” Karel explained, setting the stage for a deep dive into the complexities of social media strategy.
Karel presented a clear framework for building effective social media branding, focusing on three key stages. First is Niat (Purpose), which lays the foundation for strong branding. It begins with clearly understanding the brand’s objectives and audience. “Those who understand their audience better will win their hearts,” Karel emphasized. This stage requires a well-defined purpose and insight into what the audience truly values.
Next is Strategi (Strategy), which centers on crafting a solid identity. Karel highlighted the importance of consistent visuals, an authentic persona, and engaging interaction. Elements like tone of voice and a Unique Selling Proposition (USP) help differentiate a brand from competitors. Strategy is about ensuring that every aspect of the brand aligns with its intended message.
The final stage is Delivery, where timing and message dissemination are paramount. “It’s not just about posting; it’s about strategy,” Karel said. Effective delivery involves ensuring that content reaches the right audience at the right time, maximizing impact and engagement.
Karel also explored the role of emotional resonance in content creation, explaining how both positive and negative emotions can be leveraged strategically. Positive emotions such as joy, surprise, and humor can drive virality, while softer emotions like satisfaction and calmness foster deeper connections. Negative emotions, when managed carefully, can also evoke empathy or create impactful narratives.
“The goal isn’t just to make viral content,” Karel reminded the audience. “What matters most is ensuring our message resonates with the right audience.”
Closing the session, Karel left participants with a powerful reminder: “Social media is an asset, but the branding we create on social media is a mindset!” He emphasized that success in digital branding requires strategic thinking, a deep understanding of the audience, and careful execution to build and sustain a strong digital identity.
The workshop provided valuable insights into mastering the art and science of social media branding, equipping participants with practical strategies for navigating the complexities of digital communication.
“In today’s digital age, branding is no longer about who shouts the loudest, but about who understands their audience best,” Karel concluded, inspiring the audience to rethink their approach to social media branding.
(Rizkiyah Gustiana/Fauziah M./Raihan Lail Ramadhan/Photo: Adib Taufiqur’Rachman, Hermanudin)
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