The Role of Social Media Analytics at Indonesian Schools (A Case Study Approach)

In today's era, the use of social media is massive, which encourages research on social media. Social media can be defined as a platform for communicating and sharing information. The massive use of social media encourages many institutions to use it as a platform to market and promote their products. The organizations discussed in this research is the schools, where schools are starting to use social media to help promote the school in recruitment. This research aims to find out what content can make social media users interested in content based on its engagement. In this context, social media users are prospective students and parents of students. The research method used is the correlation method, which helps know the magnitude of the influence of video content on the channel of school institutions with their marketing and recruitment. The social media platform used in this research is Instagram. Instagram is a platform for sharing photos and videos online, and the analytical tool used in helping this research is analisa.io. This research is intended for school institutions that use Instagram as a marketing tool. This research goal is to provide information about what factors make the content look attractive.