Strategi Komunikasi Digital dalam Membangun Personal Branding Mahasiswa di Media Sosial

Abstract

Social media is no longer used solely as a means of communication but has also become a platform for developing personal branding that can influence an individual's reputation, social relationships, as well as academic and career opportunities. This study aims to examine the digital communication strategies employed by students of Universitas Dian Nuswantoro in building personal branding through social media, the supporting and inhibiting factors involved, and the outcomes of the personal branding displayed on social media platforms. This study employed a qualitative descriptive approach. The research subjects consisted of seven students who actively use social media and engage in personal branding activities through their social media accounts. Data were collected through observation, in-depth interviews, and documentation. Data analysis was conducted through data reduction, data presentation, conclusion drawing, and verification. To ensure data validity, triangulation techniques were applied, including methodological triangulation and source triangulation. The findings reveal that students' digital communication strategies in building personal branding include maintaining consistency in content creation, utilizing various social media features, using engaging communication styles, and actively interacting with audiences. Supporting factors include content creativity, digital communication skills, and easy access to technology. Meanwhile, inhibiting factors consist of a lack of consistency, limited digital skills, and negative responses from audiences. The results of students' personal branding on social media are reflected in the development of self-images characterized as creative, active, communicative, and professional, as demonstrated through posts related to academic achievements, organizational involvement, and self-development activities. The significance of this study lies in providing a deeper understanding of the importance of digital communication strategies in building students' personal branding through social media. The findings may serve as a reference for students, higher education institutions, and communication practitioners in enhancing digital literacy, improving professional identity management, and utilizing social media as a tool for academic, social, and career development in the digital era.