Social media is a core channel for most digital strategies in Indonesia, but awareness for measuring success on social platforms continues to lag, says Razi Thalib, co-founder and chief executive (CEO) of Indonesian dating site Setipe.com.
“A lot of brands are still in that mindset where [social media] is a place to get awareness, brand recognition, and things like that,” says Thalib.
“I think there is still a minimum amount of awareness toward what social media performance is or how do you measure success and how do you attach your social media activity to business performance,” he says.
Speaking at the recent ClickZ Live Jakarta event, Thalib said brands should treat social media as a “digital town hall” or “digital mall” when developing their sales and marketing strategies for Indonesia.
“In social media, unlike maybe in a mall, people aren’t really going there to shop; people are going there to congregate,” said Thalib. “What you want to do is to engage, tell stories, gain trust, and have some sort of engagement and connection with the customers so buying from you, or your agents, on social media is going to be something natural.”
In this video, Thalib outlines the ways consumers and brands are using social media in Indonesia, offering tips for generating content to targeted audiences, driving sales, and measuring social marketing performance.