PENGELOLAAN MEDIA SOSIAL X DEALLS DALAM MEMBANGUN ENGAGEMENT DAN KEPERCAYAAN JOB SEEKER

SADILA SYAUMI AL-FALLAH, . (2025) PENGELOLAAN MEDIA SOSIAL X DEALLS DALAM MEMBANGUN ENGAGEMENT DAN KEPERCAYAAN JOB SEEKER. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Media sosial menjadi kanal strategis bagi perusahaan digital dalam membangun hubungan dengan audiens. Salah satu pihak yang aktif dalam ruang digital adalah Dealls melalui akun X @deallsjobs, yang dikenal responsif dan dekat dengan komunitas pencari kerja. Penelitian ini bertujuan untuk memahami bagaimana Dealls mengelola akun X mereka dalam membangun keterlibatan (engagement) dan kepercayaan (trust) di kalangan job seeker. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan model Circular of SoMe dari Regina Luttrell sebagai kerangka analisis. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam dengan pengelola akun dan audiens aktif, serta dokumentasi unggahan akun X @deallsjobs. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Dealls menerapkan keempat tahapan Circular of SoMe secara terpadu. Pada tahap Share, Dealls membagikan konten lowongan kerja, edukasi karier, serta motivasi secara kontekstual dan responsif terhadap diskusi publik. Pada tahap Optimize, pengelola menyesuaikan waktu unggahan, gaya komunikasi, dan isu yang relevan dengan karakteristik audiens, termasuk dengan memanfaatkan tren yang sedang berlangsung secara real-time. Pada tahap Manage, akun dikelola secara konsisten melalui gaya komunikasi yang sopan dan inklusif, serta pemantauan persepsi publik secara aktif, termasuk dalam menangani isu sensitif dengan pendekatan yang terbuka dan koordinatif. Sementara pada tahap Engage, Dealls membangun koneksi emosional melalui interaksi dua arah, balasan yang empatik, dan gaya penyampaian yang hangat dan bersahabat. Penelitian ini menyimpulkan bahwa pengelolaan media sosial Dealls tidak hanya berfokus pada penyebaran informasi, melainkan pada pembentukan hubungan digital yang partisipatif dan berkelanjutan dengan audiensnya. Keterlibatan ditunjukkan melalui partisipasi aktif audiens dalam thread dan diskusi publik, interaksi di base-platform, serta respons emosional terhadap unggahan yang relevan. Sementara itu, kepercayaan tumbuh dari konsistensi kehadiran, respons cepat yang solutif, dan gaya komunikasi yang empatik. Hal ini tercermin dari perilaku audiens yang menjadikan Dealls sebagai rujukan utama dalam mencari informasi karier, termasuk isu sensitif seperti hukum ketenagakerjaan dan etika kerja, serta pilihan mereka untuk mengikuti dan berinteraksi melalui DM. Reputasi akun sebagai sumber terpercaya turut diperkuat oleh kehadiran mereka yang konsisten di ruang diskusi job seeker, di mana balasan mereka dalam menfess viral kerap menempati posisi teratas dan memperoleh interaksi tinggi, menunjukkan tingginya kepercayaan dan perhatian audiens terhadap komunikasi yang mereka bangun. Kata kunci: Media Sosial, Engagement, Kepercayaan, Circular of SoMe ***** Social media has become a strategic channel for digital companies in building relationships with their audiences. One of the active players in the digital space is Dealls through its X account @deallsjobs, known for being responsive and close to the job-seeking community. This study aims to understand how Dealls manages its X account in fostering engagement and trust among job seekers. This research adopts a descriptive qualitative approach using Regina Luttrell’s Circular of SoMe model as the analytical framework. Data collection techniques include observation, in-depth interviews with the account manager and active audiences, as well as documentation of posts from the @deallsjobs account. Data analysis was carried out through the stages of data reduction, data presentation, and conclusion drawing. The findings show that Dealls applies all four stages of the Circular of SoMe model in an integrated manner. In the Share stage, Dealls distributes job vacancy content, career education, and motivational messages contextually and responsively to public discussions. In the Optimize stage, the account manager adjusts posting times, communication styles, and relevant topics to the characteristics of the audience, including leveraging real-time trends. In the Manage stage, the account is handled consistently through polite and inclusive communication styles, active monitoring of public perception, and a transparent approach to sensitive issues. In the Engage stage, Dealls builds emotional connection through two-way interactions, empathetic responses, and a warm and approachable communication tone. This study concludes that Dealls’ social media engagement focuses not only on disseminating information but also on forming participatory and sustainable digital relationships with its audience. Engagement is reflected through active audience participation in threads and public discussions, interactions on base-platforms, and emotional responses to relevant posts. Meanwhile, trust grows from consistent presence, timely and solution-oriented responses, and an empathetic communication style. This is evident in the behavior of audiences who consider Dealls a primary reference for career information, including sensitive topics such as labor law and workplace ethics, and choose to follow and interact via direct messages. The account’s reputation as a trusted source is also strengthened by its consistent presence in job-seeker discussion spaces, where Dealls’ replies in viral menfess frequently rank at the top and receive high levels of interaction, demonstrating strong public trust and attention to the communication they build. Keywords: Social Media, Engagement, Trust, Circular of SoMe

Item Type: Thesis (Diploma)
Additional Information: 1). Wina Puspita Sari, S.Sos., M.Si. ; 2). Muria Putriana, S.AP., M.Pd.
Subjects: Ilmu Sosial > Komunikasi
Divisions: FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User: Sadila Syaumi Al-Fallah .
Date Deposited: 04 Aug 2025 03:58
Last Modified: 04 Aug 2025 03:58
URI: http://repository.unj.ac.id/id/eprint/57382

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