Social Media Communication Strategy of Kapanlagi Youniverse in Strengthening Brand Equity in The Era of The Covid-19 Pandemic

The impact of the COVID-19 pandemic has changed the condition of the media industry both in terms of economy and existence. This research aims to determine the state of the social media communication strategy KapanLagi Youniverse as a media group in Indonesia to strengthen brand equity. The theoretical foundation of this research is using the Circular Model of SoMe for Social Communications and Brand Equity’s dimension Theory. The research method used in this research is qualitative research with the design of a study case, in which the data is collected by interview and observation. This research shows that in the pandemic situation KapanLagi Youniverse (KLY) could rise by strengthening its existence as a media group in Indonesia. The social media communication strategy of KapanLagi Youniverse uses the aspect of sharing (cross-platform social media and type of content), optimize (PESO model), manage (media monitoring and user experience), and engage (interactivity and media community approach) in strengthening brand equity