Strategi Branding Pesantren dalam Memanfaatkan Media Sosial di MAS NU Sibuhuan Kabupaten Padang Lawas

Abstract

This study aims to determine the branding strategy of Islamic boarding schools in utilizing social media and the supporting and inhibiting factors at the NU Sibuhuan Private Islamic Senior High School in Padang Lawas Regency. The study used a qualitative approach with data collection techniques through interviews, observation, and documentation. Research informants consisted of the principal, student representatives, public relations, the IT team, and teachers. Data analysis was carried out through the stages of data collection, data reduction, data presentation, and drawing conclusions. The results of the study indicate that Islamic boarding school branding through social media is carried out by building the institution's identity, strengthening its reputation, showcasing the culture of the Islamic boarding school, demonstrating the quality of education, and presenting the experiences of students and guardians. The use of social media is supported by the commitment of the leadership, the participation of human resources, and directed media management, while the main obstacles include limited content production facilities and internet networks. This study concludes that social media is an effective tool in strengthening the image and public trust in Islamic boarding schools if managed in a planned, consistent manner, and in accordance with the Islamic values ​​that are the identity of the institution