IMPLEMENTATION OF SOCIAL MEDIA MANAGEMENT TO INCREASE PRODUCT SALES AT @CELOBEAUTEOFFICIAL

Abstract

This research aims to analyze the implementation of social media management by @CELOBEAUTEOFFICIAL in an effort to increase sales of its beauty products. The research method used is a qualitative case study with content analysis techniques of @CELOBEAUTEOFFICIAL activities on the TikTok, Shopee, and Tokopedia platforms, and supported by literature studies. The results show that @CELOBEAUTEOFFICIAL implements a dynamic social media management strategy, especially on TikTok, with a focus on creating entertaining content that involves the owner's persona, aggressive sales promotion, and strong integration with e-commerce platforms. The planning and execution aspects of the strategy are dominant, but the control aspect through formal Key Performance Indicators (KPIs) is not explicitly visible. The implementation has significant potential to increase brand awareness, engagement, and ultimately product sales. The success of beauty MSMEs depends not only on social media presence, but on strategic management that includes careful planning, implementation and evaluation. This research identifies managerial aspects that have worked well as well as areas that require further development for optimization of results.