SOCIAL MEDIA PROMOTION STRATEGIES AT THE FW MODELING SCHOOL AND PERFORMANCE ACADEMY IN SINTANG

Abstract

This study was motivated by the importance of social media platforms such as WhatsApp, TikTok, and Instagram as effective promotional tools in business competition. FW Modelling School and Performance Academy stands as the only modeling and traditional dance school in Sintang that employs administrative staff to manage its visual promotions. However, the institution faces a decline in student enrollment due to low brand awareness, a shortage of professional instructors, limited administrative expertise, and the business owner’s lack of digital marketing knowledge. The research question is: What is the Social Media Promotion Strategy at FW Modelling School and Performance Academy in Sintang? Scope: content quality, building trust, interaction and community, ad targeting, collaboration, and monitoring and evaluation. This study employs a descriptive qualitative method. Data collection: interviews, observations, and documentation. Informants: business owners, administrators, and students. Data collection techniques: interviews, observations, and documentation, as well as tools such as interview guidelines, observation checklists, and documentation instruments. Data analysis was conducted in four stages: collection, reduction and classification of raw data, data presentation, and drawing conclusions. This study reveals that the use of Instagram and WhatsApp through aesthetically pleasing visual content—such as photos and videos—effectively increases brand awareness, two-way interaction, and audience trust. The success of these promotional efforts is supported by prompt responses from administrators, the formation of digital communities, and strategic collaborations with external partners that boost the institution’s credibility. However, content management still requires greater creativity, consistency in posting schedules, and optimization of paid advertising to expand market reach. On the other hand, the implementation of a monitoring and evaluation system has proven to contribute positively to maintaining the accuracy of information, service quality, and building a long-term reputation. To improve digital marketing, administrators should increase behind-the-scenes content, regularly post cost details, and create interactive educational content on social media. Additionally, management should participate in paid advertising training, expand partnerships with local influencers, and implement a consistent weekly posting schedule.