Published date: Nov 12 2018

Journal Title: KnE Social Sciences

Issue title: The 2018 International Conference of Organizational Innovation (ICOI-2018)

Pages:

DOI: 10.18502/kss.v3i10.3412

S Fatonah

C Tunggal Saricahyani031084@gmail.com

Web 2.0 technology that supports social media is now one type of media used in marketing strategies for entrepreneurs that is considered effective because of its worldwide impact. The wide range of businesses offered through social media today are not always well-known brands but also start-up endeavors. Analysis of data from social media can provide information that is very useful for a business, but maybe it is a beginner’s business able to compete in the market with this marketing strategy? This study provides evidence of how effective SWOT analysis of social media strategy can improve a business’ competitive advantage. The research data obtained are qualitative data relating to the use of social media (Instagram and website) from the results of interviews with employees of start-up businesses engaged in the field of food and which are members of food start-up of the Indonesia Agency for Creative Economy (IACE) that is well-known as BEKRAF (Badan Ekonomi Kreatif) in Surakarta. The research was carried out by conducting SWOT analysis of social-media usage data and then through strategy formulation, separating the strategies referring to cost advantage and differentiation advantage. The researchers present the results of the research by providing recommendations for social-media strategies to achieve competitive advantage for start-up entrepreneurs in Surakarta.

Keywords: SWOT, Web 2.0, food start-up business, competitive advantage, entrepreneur

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