Analysis of the maturity level of social media in msmes using the social strategy cone approach

Abdurrahman Sadikin; Eliyanti Agus Mokodompit; Rini Puji Astuti; Intan Hesti  Indriana; Kraugusteeliana  Kraugusteeliana

Authors

Abdurrahman Sadikin Fakultas Ekonomi dan Bisnis, Universitas Lambung Mangkurat
Eliyanti Agus Mokodompit Universitas Halu Oleo
Rini Puji Astuti Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember
Intan Hesti Indriana Prodi D3 Sistem Informasi, Fakultas Ilmu Komputer, Universitas Pembangunan Nasional Veteran Jakarta
Kraugusteeliana Kraugusteeliana S1 Sistem Informasi, Universitas Pembangunan Nasional Veteran Jakarta

Keywords:

Social media maturity level, Social Strategy Cone, MSME digital marketing strategy

Abstract

Using the social strategy cone approach, this study examines how well MSMEs operating online cake shops perform in terms of understanding social media maturity. According to the analysis, the majority of businesses have been effective in identifying the preferences and inclinations of their target market, but they still struggle with social media monitoring and assessment. To detect shifting trends and client needs more quickly, enhanced assessment and monitoring tools are required. 15 MSMEs respondent had exceptional social media strategy maturity, compared to six good, two fair, and one poor, according to the data. There were notable distinctions in the evaluation results: the target audience's preferences and interests were best understood, while monitoring and evaluation received the lowest scores. The stages for improvement include active customer interaction, quick response to changes in the social media landscape, and review through medical analysis of social insights and reports

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