Strategi Pengelolaan Media Sosial Instagram @Helioscloud dalam Membangun Brand Awareness

Abstract

This study aims to analyze the management strategy of the @helioscloud Instagram account by PT Helios Informatika Nusantara in building brand awareness as a business-to-business (B2B) cloud solution provider. The strategic analysis employs Chris Heuer’s 4C framework, comprising Context, Communication, Collaboration, and Connection. A qualitative descriptive approach was adopted, with data collected through in-depth interviews, non-participant observation, and documentation. Informants were selected via purposive sampling, consisting of four internal representatives from both strategic and operational levels. The results indicate that Helios Cloud establishes a consistent position as a local cloud consultant, implements a Service Level Agreement (SLA) with a one-hour response target, and coordinates content production and management across divisions. Instagram also serves as a gateway to establishing credibility with prospective clients prior to formal business engagements. However, a gap remains between the company's established formal standards and the actualization of open engagement and external collaboration. Brand awareness levels vary across market segments; while the company holds "top-of-mind" status within the Small and Medium-sized Business (SMB) segment, it has not yet achieved the same level of recognition in the mid-market and enterprise segments. These findings demonstrate that the Context, Communication, Collaboration, and Connection dimensions of the 4C framework operate simultaneously to build brand awareness, rather than functioning as a hierarchical sequence of stages