PERAN MEDIA SOSIAL DALAM KOMUNIKASI BISNIS PADA ERA EKONOMI DIGITAL

Abstract

The development of the digital economy has driven significant changes in business communication practices, particularly through the use of social media. Social media is no longer used solely as a promotional tool but has become a communication medium that enables two-way interaction between businesses and consumers. This study aims to analyze the role of social media in business communication in the digital economy era. The research employs a descriptive qualitative approach, using data collection techniques in the form of observation of business communication activities on social media platforms and a literature review of relevant academic sources. The findings indicate that social media plays a strategic role in enhancing the effectiveness of business communication by facilitating information dissemination, increasing consumer engagement, building brand image, and fostering trust and long-term relationships with audiences. In addition, social media enables businesses to obtain direct feedback, allowing communication strategies to be adapted to market needs and dynamics. In conclusion, social media serves as an effective and adaptive business communication tool that supports business sustainability and competitiveness in the digital economy era.