Utilization of Social Media as a Digital Publication Strategy at Nurul Ulum Islamic Boarding School
Abstract
Social media is essential for introducing Islamic educational institutions to the broader community. The presence of social media is beneficial and provides benefits for Islamic educational institutions in the digital publication of the educational services offered. This study aims to describe the use of social media as an effort for digital publications carried out by the Nurul Ulum Islamic boarding school Blitar City. This research uses a qualitative approach, and this type of research is descriptive. This study's data sources were Islamic boarding school caretakers, public relations schools, teaching boards, and administrative staff. This study used several data collection methods: participatory observation methods, in-depth interview methods, and documentation methods. The data analysis technique used is; data reduction, data presentation, and conclusion. The study's results stated that the types of social media users at the Nurul Ulum Islamic boarding school included Facebook, Instagram, TikTok, and YouTube. This research shows that YouTube is a social media often used as a digital publication. The purpose of using social media at the Nurul Ulum Islamic boarding school is as a medium of communication, media for promotion, and media to build institutional brands. The real implication of using social media is that the wider community increasingly recognizes the Nurul Ulum Islamic boarding school, the number of students is increasing yearly and has received broad public trust.
Downloads
Download data is not yet available.
References
[1] Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social Media: Influencing Customer Satisfaction in B2B Sales. Industrial Marketing Management, 53, 172–180. https://doi.org/https://doi.org/10.1016/j.indmarman.2015.09.003
[2] Amilia, F., Rowindi, G., & Mubaroq, S. (2022). Pemanfaatan Publikasi Di Media Sosial Untuk Lembaga Pendidikan. Dinamisia?: Jurnal Pengabdian Kepada Masyarakat, 6(5), 1141–1147. https://doi.org/https://doi.org/10.31849/dinamisia.v6i5.9355
[3] Bi?Lgi?N, Y. (2018). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/https://doi.org/10.15295/bmij.v6i1.229
[4] Bolat, E., & O’Sullivan, H. (2017). Radicalising the Marketing of Higher Education: Learning from Student-Generated Social Media Data. Journal of Marketing Management, 33(9–10), 742–763. https://doi.org/https://doi.org/10.1080/0267257X.2017.1328458
[5] Brown, L., Brown, J., & Richards, B. (2015). Media representations of Islam and international Muslim student well-being. International Journal of Educational Research, 69, 50–58. https://doi.org/https://doi.org/10.1016/j.ijer.2014.10.002
[6] Chen, S.-C., & Lin, C.-P. (2019). Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/https://doi.org/10.1016/j.techfore.2018.11.025
[7] Duffett, R. G. (2017). Influence of Social Media Marketing Communications on Young Consumers’ Attitudes. Young Consumers, 18(1), 19–39. https://doi.org/https://doi.org/10.1108/YC-07-2016-00622
[8] Greenhow, C., & Lewin, C. (2016). Social Media and Education: Reconceptualizing the Boundaries of Formal and Informal Learning. Learning, Media and Technology, 41(1), 6–30. https://doi.org/https://doi.org/10.1080/17439884.2015.1064954
[9] Grover, P., Kar, A. K., & Dwivedi, Y. (2022). The evolution of social media influence - A literature review and research agenda. International Journal of Information Management Data Insights, 2(2), 100116. https://doi.org/https://doi.org/10.1016/j.jjimei.2022.100116
[10] Hou, J. (2017). Integrating Community and Relationship Building into Universities’ Social Media Marketing. In Contemporary Issues in Social Media Marketing. Routledge. https://doi.org/https://doi.org/10.4324/9781315563312-3
[11] Ikhwan, A., Farid, M., Rohmad, A., & Syam, A. R. (2020). Revitalization of Islamic Education Teachers in the Development of Student Personality. 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019), 162–165.
[12] Ikhwan, A., & Yuniana, A. N. (2022). Strategy Management Semi-Islamic Boarding Schools. Al-Hayat: Journal of Islamic Education, 6(1), 74–86.
[13] Ioan?s, E., & Stoica, I. (2014). Social Media and Its Impact on Consumers Behavior. Business Development, 4(2).
[14] Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/https://doi.org/10.1108/MIP-09-2018-0375
[15] Lubis, N. R. A. (2022). Informasi Berbasis Media Sosial Pada Perpustakaan Digital. Jurnal Pari, 8(1), 53–56.
[16] Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis a Methods Sourcebook (3rd ed.). SAGE Publications.
[17] Mizanie, D., & Irwansyah. (2019). Pemanfaatan Media Sosial Sebagai Strategi Kehumasan Digital Di Era Revolusi Industri 4.0. Jurnal Komunikasi, 13(2), 149–164. https://doi.org/https://doi.org/10.21107/komunikasi.v13i2.5099
[18] Muda, I. (2019). Educational Institution Performance Measurement based on Miles and Huberman Models using Balanced Scorecard Approach. Calitatea, 20(170), 32–41.
[19] Nurmalasari, N., & Masitoh, I. (2020). Manajemen Strategik Pemasaran Pendidikan Berbasis Media Sosial. Journal of Management Review, 4(3), 543–548.
[20] Pretorius, C., McCashin, D., & Coyle, D. (2022). Mental health professionals as influencers on TikTok and Instagram: What role do they play in mental health literacy and help-seeking? Internet Interventions, 30, 100591. https://doi.org/https://doi.org/10.1016/j.invent.2022.100591
[21] Rutter, R., Roper, S., & Lettice, F. (2016). Social Media Interaction, the University Brand and Recruitment Performance. Journal of Business Research, 69(8), 3096–3104. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.025
[22] Sazali, H., & Sukriah, A. (2021). Pemanfaatan Media Sosial (Instagram) Oleh Humas SMAU CT Foundation Sebagai Media Informasi Dan Publikasi Dalam Meningkatkan Citra Lembaga Pendidikan. Jurnal Ilmu Komunikasi, 10(2), 147–160.
[23] Siegel, L. A., Tussyadiah, I., & Scarles, C. (2023). Exploring behaviours of social media-induced tourists and the use of behavioural interventions as salient destination response strategy. Journal of Destination Marketing & Management, 27, 100765. https://doi.org/https://doi.org/10.1016/j.jdmm.2023.100765
[24] Smith, T., & Short, A. (2022). Needs affordance as a key factor in the likelihood of problematic social media use: Validation, latent Profile analysis and comparison of TikTok and Facebook problematic use measures. Addictive Behaviors, 129, 107259. https://doi.org/https://doi.org/10.1016/j.addbeh.2022.107259
[25] Wahyuni, P. A., & Ernungtyas, N. F. (2020). Pemanfaatan Media Sosial dalam Public Relations di Sekolah Menengah Kejuruan. Jurnal Komunikasi Nusantara, 2(1), 10–16. https://doi.org/https://doi.org/10.33366/jkn.v2i1.35
[26] Widiastuti, T., Ningsih, S., Prasetyo, A., Mawardi, I., Herianingrum, S., Robani, A., Al Mustofa, M. U., & Hady, A. F. (2022). Developing an integrated model of Islamic social finance: toward an effective governance framework. Heliyon, 8(9), e10383. https://doi.org/https://doi.org/10.1016/j.heliyon.2022.e10383
[2] Amilia, F., Rowindi, G., & Mubaroq, S. (2022). Pemanfaatan Publikasi Di Media Sosial Untuk Lembaga Pendidikan. Dinamisia?: Jurnal Pengabdian Kepada Masyarakat, 6(5), 1141–1147. https://doi.org/https://doi.org/10.31849/dinamisia.v6i5.9355
[3] Bi?Lgi?N, Y. (2018). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/https://doi.org/10.15295/bmij.v6i1.229
[4] Bolat, E., & O’Sullivan, H. (2017). Radicalising the Marketing of Higher Education: Learning from Student-Generated Social Media Data. Journal of Marketing Management, 33(9–10), 742–763. https://doi.org/https://doi.org/10.1080/0267257X.2017.1328458
[5] Brown, L., Brown, J., & Richards, B. (2015). Media representations of Islam and international Muslim student well-being. International Journal of Educational Research, 69, 50–58. https://doi.org/https://doi.org/10.1016/j.ijer.2014.10.002
[6] Chen, S.-C., & Lin, C.-P. (2019). Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/https://doi.org/10.1016/j.techfore.2018.11.025
[7] Duffett, R. G. (2017). Influence of Social Media Marketing Communications on Young Consumers’ Attitudes. Young Consumers, 18(1), 19–39. https://doi.org/https://doi.org/10.1108/YC-07-2016-00622
[8] Greenhow, C., & Lewin, C. (2016). Social Media and Education: Reconceptualizing the Boundaries of Formal and Informal Learning. Learning, Media and Technology, 41(1), 6–30. https://doi.org/https://doi.org/10.1080/17439884.2015.1064954
[9] Grover, P., Kar, A. K., & Dwivedi, Y. (2022). The evolution of social media influence - A literature review and research agenda. International Journal of Information Management Data Insights, 2(2), 100116. https://doi.org/https://doi.org/10.1016/j.jjimei.2022.100116
[10] Hou, J. (2017). Integrating Community and Relationship Building into Universities’ Social Media Marketing. In Contemporary Issues in Social Media Marketing. Routledge. https://doi.org/https://doi.org/10.4324/9781315563312-3
[11] Ikhwan, A., Farid, M., Rohmad, A., & Syam, A. R. (2020). Revitalization of Islamic Education Teachers in the Development of Student Personality. 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019), 162–165.
[12] Ikhwan, A., & Yuniana, A. N. (2022). Strategy Management Semi-Islamic Boarding Schools. Al-Hayat: Journal of Islamic Education, 6(1), 74–86.
[13] Ioan?s, E., & Stoica, I. (2014). Social Media and Its Impact on Consumers Behavior. Business Development, 4(2).
[14] Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/https://doi.org/10.1108/MIP-09-2018-0375
[15] Lubis, N. R. A. (2022). Informasi Berbasis Media Sosial Pada Perpustakaan Digital. Jurnal Pari, 8(1), 53–56.
[16] Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis a Methods Sourcebook (3rd ed.). SAGE Publications.
[17] Mizanie, D., & Irwansyah. (2019). Pemanfaatan Media Sosial Sebagai Strategi Kehumasan Digital Di Era Revolusi Industri 4.0. Jurnal Komunikasi, 13(2), 149–164. https://doi.org/https://doi.org/10.21107/komunikasi.v13i2.5099
[18] Muda, I. (2019). Educational Institution Performance Measurement based on Miles and Huberman Models using Balanced Scorecard Approach. Calitatea, 20(170), 32–41.
[19] Nurmalasari, N., & Masitoh, I. (2020). Manajemen Strategik Pemasaran Pendidikan Berbasis Media Sosial. Journal of Management Review, 4(3), 543–548.
[20] Pretorius, C., McCashin, D., & Coyle, D. (2022). Mental health professionals as influencers on TikTok and Instagram: What role do they play in mental health literacy and help-seeking? Internet Interventions, 30, 100591. https://doi.org/https://doi.org/10.1016/j.invent.2022.100591
[21] Rutter, R., Roper, S., & Lettice, F. (2016). Social Media Interaction, the University Brand and Recruitment Performance. Journal of Business Research, 69(8), 3096–3104. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.025
[22] Sazali, H., & Sukriah, A. (2021). Pemanfaatan Media Sosial (Instagram) Oleh Humas SMAU CT Foundation Sebagai Media Informasi Dan Publikasi Dalam Meningkatkan Citra Lembaga Pendidikan. Jurnal Ilmu Komunikasi, 10(2), 147–160.
[23] Siegel, L. A., Tussyadiah, I., & Scarles, C. (2023). Exploring behaviours of social media-induced tourists and the use of behavioural interventions as salient destination response strategy. Journal of Destination Marketing & Management, 27, 100765. https://doi.org/https://doi.org/10.1016/j.jdmm.2023.100765
[24] Smith, T., & Short, A. (2022). Needs affordance as a key factor in the likelihood of problematic social media use: Validation, latent Profile analysis and comparison of TikTok and Facebook problematic use measures. Addictive Behaviors, 129, 107259. https://doi.org/https://doi.org/10.1016/j.addbeh.2022.107259
[25] Wahyuni, P. A., & Ernungtyas, N. F. (2020). Pemanfaatan Media Sosial dalam Public Relations di Sekolah Menengah Kejuruan. Jurnal Komunikasi Nusantara, 2(1), 10–16. https://doi.org/https://doi.org/10.33366/jkn.v2i1.35
[26] Widiastuti, T., Ningsih, S., Prasetyo, A., Mawardi, I., Herianingrum, S., Robani, A., Al Mustofa, M. U., & Hady, A. F. (2022). Developing an integrated model of Islamic social finance: toward an effective governance framework. Heliyon, 8(9), e10383. https://doi.org/https://doi.org/10.1016/j.heliyon.2022.e10383
Published
2023-06-20
How to Cite
INDRIOKO, Erwin.
Utilization of Social Media as a Digital Publication Strategy at Nurul Ulum Islamic Boarding School.
Al-Hayat: Journal of Islamic Education, [S.l.], v. 7, n. 1, p. 243-254, june 2023.
ISSN 2599-3046.
Available at: <https://alhayat.or.id/index.php/alhayat/article/view/338>. Date accessed: 09 may 2026.
doi: https://doi.org/10.35723/ajie.v7i1.338.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
