Penerapan Corporate Social Responsibility Pada Media Social (Studi Kasus Program Corporate Social Responsibility “Klik Hati” PT Merck Indonesia)

RAHMANINGSIH, Faridha , Muhammad Sulhan

2011 | Skripsi | Ilmu Komunikasi

The research focuses on the concept of corporate social responsibility on social media. The concept is a relatively new concept in the practice of corporate social responsibility in Indonesia. That makes researchers interested in separately to study more deeply. Corporate social responsibility activities in social media certainly has a different application of corporate social responsibility from the public. Usage of social media in corporate social responsibility activities allows the creation of an interactive dialogue that is horizontal between the company and stakeholder. Social media is not only close the distance and time but able to make social change. This is the basic concept of corporate social responsibility on social media. PT Merck Indonesia is a company that carry out activities of corporate social responsibility.on social media. It name is Klik Hati program. Klik Hati using social media as corporate social responsibility tool, like facebook and twitter. Klik Hati is devided into two components, there are Klik Hati Award which aims to give tribute to the activist social action in social media, and Aksi Klik Hati which aims to provide inspiration to users in social media to be interested, aware, and participate in real action. The research aims to describe the practice of PT Merck Indonesia’s corporate social responsibility through the Klik Hati program in social media. The research uses qualitative research methods with a case study approach and implemented in the center office of PT Merck Indonesia in Jakarta, with a focus on the performance of the corporate communication department in running the Klik Hati program. The author uses research design ‘holistic single case’. This research uses three sources of evidence including interview, document analysis, and literature review. The result showed demonstrated that the application Klik Hati program of social media that claimed PT Merck Indonesia as a corporate social responsibility has not been rated run in accordance with the concept of corporate social responsibility should be. There are indications that the Klik Hati program leads to corporate social marketing activities. PT Merck Indonesia need improvement of the implementation of the Klik Hati program, including the application, interaction with the user, and the realization of program in the community. That is a important matter to build a real concept of corporate social responsibility on social media. Key words: Implementation, Corporate Social Responsibility, Social Media

Kata Kunci : CSR