Using Instagram for Social Marketing Communications regarding the Environment

Abstract

The Instagram account @hutanituid is dedicated to advocating for forest conservation and climate change issues through the hashtag #MauHidupLebihLama (#WantToLiveLonger). This study aims to elucidate the social marketing communication strategies employed by @hutanituid using this hashtag. Adopting a qualitative approach within an interpretive paradigm, the research employs virtual ethnography as its methodological framework. Data collection techniques include virtual observation and in-depth interviews, while data analysis follows Cresswell's six-step technique. The findings reveal that the social marketing communication efforts by Hutan Itu Indonesia via the @hutanituid account and the #WantToLiveLonger hashtag can be delineated into five distinct stages. The initial stage involves analyzing the social marketing environment, ensuring the hashtag's neutrality to accommodate a broad audience. The second stage focuses on identifying the target demographics for the campaign, including age, socioeconomic status, family size, and geographic location. The third stage encompasses the formulation of social marketing goals and strategies, which involves research, editorial planning, campaign execution, and evaluation in line with established Standard Operating Procedures (SOPs). The fourth stage entails designing the social marketing program through strategic partnerships to broaden audience reach. The final stage involves the organization, implementation, monitoring, and evaluation of the hashtag campaign to assess the effectiveness of @hutanituid’s initiatives on Instagram.