SOCIAL MEDIA ANALYTICS OF INSTAGRAM ACCOUNT @YOURMATEPICS IN INCREASING MARKETING COMMUNICATION OF PHOTOGRAPHY BUSINESS TO CONSUMERS

Abstract

Social Media Analytics is the process of collecting, analyzing and interpreting data from users' social media activities. It involves the use of algorithms and analytical techniques to unearth insights about user trends, preferences and behavior that can help an organization or individual better understand the trends, preferences and behavior of its users. By using data from social media, a business can gain a better understanding of their audience and optimize their campaigns. This research uses conceptual theories, namely Opinion mining, Sentiment analysis, Topic modeling, Social network analysis, Trend analysis. This type of research is qualitative using descriptive research methods with Social Media Analytics and the use of tools in the form of Brand24. The data collection technique uses a combination of observation, interviews, data analysis and documentation with Yourmate Pictures and consumers according to the researchers' criteria. The results of this research include Social Media Analytics in improving marketing communications for a photography business to consumers, seen from the use of Instagram Ads and analytical tools that researchers use through the Brand24 platform. Utilization of the Professional Dashboard feature shows that a number of characteristics of the use of the Professional Dashboard feature are reviewed in its implementation. In this feature, all interaction data on Instagram can be seen, such as Reach, Mentions and Followers that have been accumulated. Meanwhile, share of voice is data for measuring each content.