Implementasi The Circular Model of SOME dalam Corporate Branding Perusahaan Transportasi di Media Sosial (Studi Deskriptif pada Instagram @27Trans)

This study examines the application of The Circular Model of SOME (Luttrell, 2019) on the Instagram account @27Trans to develop corporate branding for a transportation company. The model consists of four stages: Share, Optimize, Manage, and Engage, each implemented to enhance visibility, engagement, and audience relations.

In the Share stage, content production emphasizes cinematic formats using Instagram Reels as the main channel. The Optimize stage involves content refinement based on analytics, collaboration with viral figures, and interaction monitoring. Content management in the Manage stage is conducted through Meta Business Suite, with coordination between social media specialists and the Customer Service team. The Engage stage focuses on interaction strategies through User Generated Content (UGC), community collaborations, and thematic competitions.

The findings indicate that the model’s stages are systematically and integratively implemented, contributing to the reinforcement of corporate branding on Instagram. Despite challenges such as reliance on the Customer Service team for complaint handling, the application of the model effectively increases audience reach and engagement.