In today’s digital age, social media success is no longer measured solely by how often content is posted or shared. Instead, it is defined by how effectively an account builds meaningful relationships with its audience. Understanding your audience, developing a strong content strategy, and maintaining consistent interaction are the three pillars of a solid digital presence.
This was emphasized by social media strategist and digital marketing expert Mohammad Ryan Saputra during his session on “Social Media Fundamentals” at the Digital Marketing and Social Media Workshop on March 21 at FEB UGM. According to Ryan, today’s use of social media goes beyond simply publishing content – it’s also about fostering ongoing engagement and interaction with followers.
“There are three key fundamentals in social media: audience, content, and interaction,” he said on Friday (3/21) at FEB UGM.
Know Your Audience
Ryan stressed that understanding your audience is a critical first step. Before producing content, it’s essential to identify your target audience. Understanding their characteristics and preferences will help you create more relevant and engaging content.
So, how can we better understand our audience? Ryan shared several practical methods: one is through data analysis – observing engagement patterns and adjusting content accordingly. Another is through profiling – segmenting audience characteristics based on social media data. Finally, through interaction, we communicate with the audience online and offline to better understand their expectations and preferences.
Creating Engaging Content
According to Ryan, compelling content isn’t just about beautiful visuals – it’s also about delivering messages that inspire engagement. Several strategies can help achieve this, such as writing in a conversational tone to feel more approachable, leaving white space in the design for better readability, and using bullet points to keep content concise.
In addition, he recommended starting content with a hook to pique curiosity, using creative approaches such as extreme visuals (either very good or bad), bold points of view or polarizing opinions, surprising facts, and emotionally resonant messages.
Build Interaction
Once content is published, the next step is to build active engagement. Ryan suggested using the $1.80 strategy, which involves daily leaving thoughtful comments on relevant posts from other accounts.
He also shared two handy cheat sheets for boosting engagement. First, assign a team member who enjoys interacting to respond to comments and DMs quickly, create conversation-starting IG Stories, engage online and offline, comment on relevant personal or brand accounts, send interactive broadcast messages, and regularly report insights from audience interactions.
Second, collaborate with influencers or other brands using collaborative posts, cross mentions, or even social media swaps to extend reach. Finally, encourage interactivity through clear calls-to-action, trending content (riding the wave), and interactive games or challenges.
“Remember, it’s called social media. Content and interaction are essential,” concluded Ryan.
Report by: Orie Priscylla Mapeda Lumalan
Editor: Kurnia Ekaptiningrum
Sustainable Development Goals
