Digital Marketing Strategy as an Endeavour of Public Relations in
the Online Media Business
A Study on Indonesian Online Media Tempo.co
Dandi Supriadi
1
, Herlina Agustin
1
1
Department of Mass Communications, Faculty of Communication Sciences, Universitas Padjadjaran, Indonesia
Keywords: Digital Marketing Strategy, Public Relations, Social Media, Online Media, Online Journalism.
Abstract: This research discusses the implementation of a digital marketing strategy in the competition between the
mainstream online media industry and social media in Indonesia. The argument is that in the context of
accessibility, the current generation seems to be more attracted by searching information in social media or
aggregators rather than accessing the website of a particular online media. Consequently, these so-called
contemporary channels have absorbed a big part of the media advertisement. This research argues that the
mainstream media have been doing anticipation of maintaining the existence of their audiences. It was done
by implementing a digital marketing strategy. The study discusses this phenomenon by employing the
descriptive-qualitative methodology to look at the strategy of Tempo.co, one of the Indonesian popular
mainstream mediums. The discussion was based on the assumption that the media must have a particular
marketing strategy to attract many viewers. The study showed that Tempo.co has managed to collaborate
with social media providers to attract the social media users. Arguably, Tempo.co has used its competitor to
support its existence as well as build its corporate image. This media behavior is a significant implication on
the development of online media studies in Indonesia.
1 INTRODUCTION
The current situation of the mass media industry is
in a complicated state. This circumstance was a
result of the vast development of public’s awareness
in searching and distributing information. It is
fascinating to see the people, who were used to be
the passive audiences, are now becoming more
active. Not only as the information receivers, but the
audiences are also now the producers too. However,
this activation has brought people away from the
mainstream media since they prefer the more social,
faster, and sensational providers.
This contemporary development has undoubtedly
affected the practice of journalism and mass media
business, including the online media industry. The
main impact of the circumstance is the change of
audience's media preference, especially for the
youth, who has shifted from subscribing
conventional media (newspapers, radios or
televisions) to accessing social media, instant
publishers as well as news aggregators (Kolodzy,
2001: 1). Stuart Allan even emphasizes the change
of journalism and media business by quoting the
statement of Richard Sambrook from BBC that the
news organization is no longer “owning” the news
because the audiences have already self-produced it.
Even though journalists are still able to validate,
analyze, and give an in-depth explanation about
shared information among people, they cannot
control and decide what people have to know
anymore. The existence of the Internet has created
the unlimited information source, where people have
become gatekeepers for their selves (Allan, 2010: 9).
Many media companies in the world, including
those in the US, have chosen to close their business
because of their failure to survive the competition
against social media (Kremer, 2016). The
penetration of social media has not only absorbed
their audience but also their potential advertisers.
Because of its capability to attract many people, as
well as the interactivity it provides, social media
network has given more opportunities for
advertising to grow. In other words, the
improvement of social media in attracting
advertisement has reduced mainstream media's
revenues. As a result, mainstream media need to find
Supriadi, D. and Agustin, H.
Digital Marketing Strategy as an Endeavour of Public Relations in the Online Media Business - A Study on Indonesian Online Media Tempo.co.
In Proceedings of the Annual Conference on Social Sciences and Humanities (ANCOSH 2018) - Revitalization of Local Wisdom in Global and Competitive Era, pages 111-118
ISBN: 978-989-758-343-8
Copyright © 2018 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved
111

the best business strategy to survive this
competition.
Within this technological advancement as well as
the competition, one can argue that actually, the best
strategy is not to avoid the competitors. On the
contrary, the competitors must be utilized as a tool
for survival. In this case, mainstream media need to
find a way to take advantage of social media for
their own good.
This idea is not an impossible strategy. In fact,
with the existence of curation journalism method,
mainstream online media can combine their news
production with the information taken from social
media postings. This attempt is not only to use social
media as the information source but also to create
social media as an alternative to the distribution
channel. By sharing news content's links in social
media, the mainstream media will be able to attract
the attention of people who prefer to access their
social media accounts rather than the online media's
main websites. It means, there are chances for the
media to regain their audience back to them.
Furthermore, by using social media channel, the
mainstream media will be able to increase their
positive image in the public’s perspectives. The
public will see that mainstream media are not left
behind the advancement of contemporary
communication technologies, as well as providing a
broader place for public participation. This positive
image, in turn, will attract the public to establish the
engagement with the mainstream media.
Based on the thought above, this article argues
that social media is actually a valuable device for
maintaining the life of mainstream media.
Furthermore, this article assumes that the particular
phenomenon has been occurring in Indonesia as one
of the countries with the most active people in social
media. It is observed that many mainstream media in
Indonesia have to face a significant challenge to
attract the attention of Indonesian people, who at the
same time are more likely to choose social media as
their information source.
Amongst many popular mainstream media in
Indonesia, Tempo.co is one of the online media that
still exists in this competition. Until this moment,
Tempo.co is still trying to keep their business in
distributing information through their website.
However, people now also can find the name in
various social media accounts. This article sees that
this situation is an indication that Tempo.co has
already tried to involve the public more in the news
production. On the other hand, this attempt to
include social media in the business could be seen as
a marketing activity. This condition is an interesting
phenomenon, considering Tempo.co belongs to a
media group that has a long history as a traditional
media company. Involving social media is not a part
of its core business.
This article discusses this business phenomenon
through qualitative research. By employing a case
study as a methodological approach, this article will
expose in details the purposes and the implications
of Tempo.co’s involvement with the social media.
2 LITERATURE REVIEW
Sabam Sinaga, a senior editor at Media Indonesia
who also a member of the Indonesian Press Council,
expressed his concern about the condition of the
online media. He even predicted that in the near
future, the online media would be in the same state
with traditional media, which were abandoned by
their audience because of the existence of social
media and news aggregators (Kremer, 2016).
This development has made journalism and
media studies need to redefine the relationship
between mass media and the audiences. As Denis
McQuail observes, in this era of Internet and
interactivity, a significant change has happened
regarding the form and the type of journalism, in
which the audiences have been granted a broader
chance to express their opinions (McQuail, 2013:
177). This situation has brought a new culture in the
newsroom where the editors, reporters, as well as the
audiences can communicate in different method and
hierarchy. Furthermore, the impact was also felt by
the advertisers who also search for the most
economical way to distribute their messages, which
in this case is through social media. It could be said
that the changes in the economic structure,
regulations, and technological aspects have affected
the relationships among journalists and their
supervisors, their audiences, their sources, as well as
other journalists (Lee-Wright et al., 2012: 149-150).
Nasrullah (2015: 31) stated this circumstance
happened because of the specific characteristic of
social media as instant publishers for user-generated
contents (UGC). For instance, photos or videos that
were posted on Instagram about a holiday
destination or food in a restaurant. According to one
study by Buffer (2018), UGC has been proved as
promotion devices that are more effective than the
conventional advertising. Based on his research on
Instagram publications about Starbucks, he
concluded that UGC messages were seven times
more trusted than traditional advertising, where 45%
customers admitted to being inspired by the photos,
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and 56% of the respondents stated their interest to
buy the products after seeing positive messages in
Instagram.
One of the reasons for these impacts is the
openness of UGC in spreading information.
According to Nasrullah (2015: 33), in the context of
UGC in social media, the messages were not only
produced by the account owner but also developed
and distributed by the other users. The comment
column, the thumb (like) icon or the share button are
the examples of tools that would make the other
users give their contribution in distributing the
messages.
The benefits of social media and UGC have
made these social communication channels
accessible around the world, including in Indonesia.
The data from We are Social (Kemp, 2018) shows
that the social media users in Indonesia per January
2018 have reached 130 million from the total 265.4
million of the population. This statistical number has
increased about 22.64% from the previous year. The
same situation also happened regarding the use of
mobile social, where the number has increased
significantly as much as 30.43%. Figure 1 below
shows the statistical comparison of digital media
users in Indonesia between 2017 and 2018.
Figure 1: The comparison of digital users data in
Indonesia (in millions) between 2017 and 2018.
(Source: Modification of Kemp, 2018)
The high activity of Indonesian people in using
social media can also be seen from the length of the
use per day. As shown in Figure 2, the data from the
Global Web Index (GWI) notes that people in
Indonesia are in the fourth rank in the world as the
country with the longest using time of social media
in one day, which is about nine hours in average.
From this data, it is clear that social media has
become the most popular communication channel
that was actively used by Indonesians. This
situation, arguably, is a major challenge for the
mainstream online media industry.
Figure 2: The top 10 countries with the longest
social media use in 2018.
(Source: Global Web Index, modification from
Kemp, 2018)
With this situation, the mainstream media have
two sides of challenges. On the one hand, they have
to survive the competition and gain as many
revenues as possible. On the other side, the media
still own the function to protect the public's need for
the factual information. This function is in the same
track with the theory of social responsibility, which
states that the media must have the freedom to find
information and at the same time own a particular
responsibility when distributing the news to the
society (McQuail, 2010: 170-172). It means the
information could be taken from anywhere, but the
media have to maintain the credibility of the source
as well as the truth of the facts.
Nevertheless, the mass media industry is still a
business with tight competition. It has to be admitted
that the media depend on the market to gain the
audience, to get much information, and to receive
much money from advertisers. Within this
competition, the main thing besides having financial
benefits as much as they can is to keep their
audiences. However, this is an arduous task because
the mainstream media often lost their audiences who
trust UGC and social media more.
This circumstance surely needs the right
marketing strategy and public relations action,
primarily to build a positive image of the industry.
The image in the public relations studies is defined
as a message that is projected by an organization,
which is then received and interpreted by
stakeholders outside the organization (Cheney and
Vibbert, 1987: 176). From this definition, it could be
understood that image building needs to be done by
Digital Marketing Strategy as an Endeavour of Public Relations in the Online Media Business - A Study on Indonesian Online Media
Tempo.co
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two parties, the organization, and the stakeholders.
This duality proves that image building is not a
result of one-way communication.
The concept is supported by the theory from
Massey (2003:10-11) about the organizational
image management. The management was a process
when a particular organization attempted to build,
maintain, and regain its image in the perspective of
the stakeholders. The organizational image refers to
the understanding, behavior, knowledge, and
opinion of the stakeholders about an organization
that has been spread and influenced by the strategic
communication of the organization (Moffit, 1994).
These explanations show the significance of
image building in the effort of sustaining the media's
existence within the competition. In this case, it
could be argued that the public relations efforts need
more attention rather than the publication itself.
However, there is a considerable possibility that the
image building effort and the main task of media as
an information publisher can be made in a synergic
action. This idea is the main focus of the case study
in this article.
3 METHODOLOGY
The research in this article used a descriptive
method with an approach of an instrumental case
study. This method lays on the paradigm of
qualitative research, which as stated by Glesne
(2006), is an effort to understand a particular
phenomenon from various perspectives, put context
on the involved subjects, and in some cases, to
create a social change (Devadas, 2016: 119-120). A
descriptive method has a specific purpose, that is to
describe a phenomenon as well as its characteristics.
The focus is on the outcome, not the process.
However, as happened many times in this kind of
research, an in-depth discussion about the process
was often unavoidable (Nassaji, 2015: 129-130).
Regarding the data collection, this research
employed the case study method. Even though a
case study could be done in the scheme of
quantitative measurement, it also can produce
subjective output that needs a qualitative analysis.
Creswell calls this method as “a type of design in
qualitative research that may be an object of study,
as well as a product of the inquiry” (Creswell, 2013:
97).
The model of the case study in the research was
the instrumental case study from Robert E. Stake
(Stake, 2005: 447, Creswell, 2013: 99-100). This
Stake’s version is very close to qualitative research.
The primary purpose of this model is to create an
understanding or generalize a concept about a
particular issue. The case in this study is not the
main object of research but is used as a device to
explain a broader concept. The choice of the case
was meant to enrich the understanding of a problem
outside the case. Therefore, a case study usually
chooses a specific case after formal research was
initiated. The best understanding would depend on
the right case choice (Patton, 1990; Vaughan, 1992;
Yin, 1989 in Stake, 2005: 450).
In this article, the assumptions taken from
previous studies about online media strategy within
the media competition in Indonesia need to be
proven and generalized. In this case, the hypothesis
that the mainstream media have used social media as
their supporting device of news production, as well
as public relations and marketing, was proven
through a real case at Tempo.co. As one of the most
popular online media in Indonesia, this research was
expected to represent the general condition of the
condition of mainstream mass media in Indonesia.
The study collected the data through observing
the news and interviewing the newsroom team as
well as the social media staff. The interview was
conducted to reveal real information about how
Tempo.co treats social media and the contents of its
business. It was done in 2016, a few months after the
incident of “the Jakarta Bombings” on January 14th.
This moment was chosen because, at that time, the
bombing report was very crucial and involved many
inputs from the public around the location. Even
though the timeframe was happening two years ago,
the situation at that time was to some degrees similar
to the current circumstances. Consequently, the
result of this study would be still relevant to
represent the today's phenomenon.
4 FINDINGS AND DISCUSSIONS
Tempo.co is one of the most widely accessed news
portals in Indonesia. Even though the latest data
from Alexa.com shows the popularity ranking of
Tempo.co is bellow other Indonesian news sites, this
website is one of the pioneers of the converged
online media that was developed by a large media
group, namely PT. Tempo Inti Media, Tbk. This
group was known as a reputable media corporation
that published the first news magazine, Tempo.
In the case of “Jakarta Bombings” on January
14
th
, 2016, Tempo.co was one of the first media to
cover the incident with a detailed chronological
report. Together with this media, we could find
reports from some international media such as CNN,
The Telegraph, and The Guardian, as well as other
national news websites like Kompas.com and
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Viva.co.id. However, different with the international
media that involved public’s reports in social media,
Tempo.co seemed to be more comfortable with its
own reports. As observed in the case study,
Tempo.co did not take people's voices from social
media as part of the story. Even the photo
documentation was created by its reporters. Only a
few photos and videos were taken from the public’s
social media account.
Apparently, Tempo.co still prefers the
conventional method of journalism to cover the
crisis such as the bombings. It could be concluded
from the case study that social media contents have
not become part of the news structure for Tempo.co.
This situation is an interesting phenomenon,
considering Tempo.co has actually been equipped
with high technologies to engage with the social
media development.
Gendur Sudarsono, Editor in Chief of Tempo.co,
stated there are historical aspects of the business as
well as some problematic issues regarding human
resources that make this media has not involved
public’s participation in the news. As mentioned
before, Tempo group had a reputation as the first
news magazine publisher. The tradition of this
magazine was writing investigative reports, which
required many skillful and professional journalists.
Now, there is also a newspaper with the same
tradition of writing. At this moment, the media still
focuses its human resources on supporting the
magazine and the newspaper. According to
Sudarsono, Tempo.co as the online version of the
business does not have enough human resources to
develop more sophisticated online news report.
I think we will improve the online content in the
future. If we have not done it now, it is just
because of human resources, opportunities, etc.
This hesitancy is not a matter of allowed or not
allowed.
(Gendur Sudarsono, Tempo.co, interviewed on
27
th
April 2016)
Moreover, Sudarsono evaluated that with the
current Indonesian condition, with the intellectuality
that is unlike western people, the public's
involvement in news production is still tricky. The
quality of people’s opinion is not strong enough to
be quoted in the news. Let alone the thought of
involving them to determine news topic or angle.
Tempo.co has not ready to risk its reputation as a
serious and in-depth investigator.
On the other hand, practically, Tempo.co has a
strong relationship with social media like Twitter
and Facebook, as well as news aggregators such as
Googlenews or Yahoo! news. The media also open
the opportunity for the public to share information or
opinion through a unique channel so-called
Indonesiana. This channel is actually a blog,
managed by Tempo.co and designated for publishing
people’s voices. Kurniawan, the editor of
Indonesiana, admitted that the activity of people in
expressing their opinion through mass media is a
valuable development in democracy, and need to be
maintained and facilitated.
People of Indonesia love to make comments.
They are very talkative in social media. And it is
a good thing in terms of building a discussion
environment. Now the only issue is to provide a
right platform to facilitate them to express their
opinions freely.
(Kurniawan, Tempo.co journalist/Indonesiana
editor, interviewed on 27
th
April 2016)
However, because of the quality of the voices,
Tempo.co could not include Indonesiana as one of
its journalistic products. It is still problematic for
Tempo.co to find a reasonable and responsible
author among the Indonesiana users because there
are only a few writings on the blog that talks about
serious issues. This condition is also the reason why
public's participation in social media and a blog
format like Indonesiana were treated more as
marketing strategies than as parts of the news
production.
As a marketing device, Tempo.co sees the social
media activation as a valuable channel. The most
significant contribution of it is to improve the
public's engagement with the media to maintain their
loyalty. This contribution is the background why the
relationship is more handled by “social media staff”,
a particular group of people under the marketing
division, not the newsroom.
One of the functions of social media staff is to
share Tempo’s headlines and some additional
information in social media accounts. Based on the
interview, it was found that there are at least four
main activities of social media division: social
listening, social influencing, social networking and
social selling. Tempo.co as news publisher ideally
runs two of them: social listening and social
influencing. However, Thahjono Heru Laskar, one
of the social media staff, admitted that Tempo.co
was so far dominant at social influencing. It could be
understood that its focus is to build the media’s
authority among the public by continually sharing
Tempo’s most robust news topics such as the
economy, social and political issues, as well as other
additional information.
We constantly share them to our social media
accounts on Facebook, Twitter and Google Plus,
so people will trust Tempo as the best news
Digital Marketing Strategy as an Endeavour of Public Relations in the Online Media Business - A Study on Indonesian Online Media
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media for that kind of topics, which are actually
our strong points.
(Tjahjono Heru Laskar, Tempo.co Social Media
Staff interviewed on 28
th
April 2016)
Laskar argues that as a marketing division, the
main objective of the social media staff is to
improve the audience’s traffic to access Tempo.co’s
website. The team did that by sharing Tempo.co’s
news products on social media account on a regular
basis and attracting potential partners to involve with
the media's activity on social media.
There are two main tasks we have in social
media team, internal services and external
services. Internal services, as our services for the
company, are done by sharing Tempo’s news and
make it viral. We also run the online activities
with the public. While external services, or our
services for the parties outside the company, are
done by building collaborations with Tempo’s
business partners to promote their events on our
social media accounts.
(Tjahjono Heru Laskar, Tempo.co Social Media
Staff interviewed on 28
th
April 2016)
Regarding the activity of the audiences on social
media, as well as their involvement in the
relationship with Tempo.co, the marketing division,
and the newsroom agreed that it had not been used
as an element on the Tempo.co news publication.
The activity was only appeared on social media
accounts, not on the main website. According to the
social media staff, the only contribution from the
public on social media is to recommend trending
topics, which can be followed up by the reporters.
Again, the journalistic procedures were done in the
conventional way of journalism.
The contribution of social media was made
through the staff's representative on the “superdesk”.
Superdesk is a special section in the news
department to collect and sort information from
reporters and resources. Interestingly, in one
perspective, the presence of social media staff on the
desk could also mean that the public is actually
involved in some parts of news production.
When we have social media representative on
the superdesk, it means the public will be able to
read more about the issue they have already
known and heavily talked. So, indirectly, the
public has given their topic recommendation to
the news people.
(Ferdinand Akbar Harahap, Tempo.co Social
Media Staff interviewed on 28
th
April 2016)
Despite the involvement of the public in the
news production, it is clear from the discussion that
Tempo.co uses the social media channel and public
activity as devices to promote the company. The
main idea is to keep the audience’s loyalty and
attract potential business partners, while at the same
time, to maintain the company’s positive image as a
reputable news publisher.
This attempt of the social media staff has
demonstrated the power of the UGC as pointed by
Nasrullah (2015) and Buffer (2018). From the
marketing point of view, the UGC strengthen the
audience’s bond with the company. By giving
opportunities to the audiences to publish their
opinions or information within the social channel of
the media, they have become part of the media
content even though they only appeared in the
media’s social accounts. Furthermore, the company
can also maintain the frequency of people’s access
to visiting Tempo.co’s main website. There is even
the potential to increase the number of the audience
by opening new registries. The registered accesses
and profiles of readers will affect the number of web
metrics in the analytical systems, which in this case
is obtained through Google Analytic. This statistical
figure is instrumental for the company to attract
advertisers.
In addition to the financial benefits derived from
this marketing strategy, Tempo.co also conducts
image-building activity towards the audiences as
well as advertisers. By opening the relationship with
the audiences through social communication,
Tempo.co create an image as a modern media
company with the openness to the public space,
democracy, and social communication technology.
Consequently, with this image, Tempo.co will be
able to maintain its existence in cyberspace, while at
the same time, keep the loyalty of the audiences.
This effort is on the same track with the theory of
organizational image management by Massey
(2003).
In line with this study’s hypothesis in the earlier
part of this article, the best strategy for dealing with
the competition against social media is actually by
using the competitor’s channel. In this case,
Tempo.co must bring itself to be part of the social
media industry. By doing this, Tempo.co will be able
to be closer to the audiences who are more involved
in social networks than to access the main website.
There is a consequence to face by Tempo.co as a
mainstream media company. Its activity on social
media will inevitably benefit the social media
providers. What used to be the main source of its
revenue now must be shared with the social media
companies. In today's competitive situation, it seems
unavoidable. However, for the mainstream media,
social media is also becoming a way to reach a
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wider audience and to attract them to access the
main website. It means the utilization of social
media is proven to provide other benefits concerning
Tempo.co’s marketing effort.
By conducting this marketing, Tempo.co shows
its public relations activity to keep the audience as
well as build a right image in the perspective of the
stakeholders. It can be argued that Tempo.co, in
some degrees, has changed the attitude of traditional
mass media by adjusting the pattern of relationships
between the media and its audiences. As revealed by
Lee-Wright et al (2012), changes in various social
and technological structures have shifted the
relationship between media and stakeholders to be
more interactive. Even though the editors prefer to
use the conventional way of journalism in collecting
data and information, Tempo.co inevitably have to
change its paradigm. It is not merely a dominant
provider of information, but furthermore, it is also
open contents produced by the audience.
5 CONCLUSIONS
The existence of social media has brought a major
challenge for the mainstream media companies. Its
capability in facilitating user-generated content
(UGC) has drawn the public's attention to actively
using it and slowly abandoning traditional platforms.
On one side, this situation is a positive development
regarding the democratization of the public.
However, on the business side, this threatens the
existence of mainstream media.
This article provides a case study that describes
the situation of mainstream media in Indonesia that
have to compete with the social media penetration.
The study is based on the research of media
marketing policy in one of the famous online news
companies in Indonesia, Tempo.co. Two objectives
concern this research. The first one was the position
of social media in the newsroom and the second one
was its position in supporting the efforts of corporate
image building.
The findings of the study showed that Tempo.co
as a representative of mainstream media have
actually been encouraged to exploit the existence of
its competitor to maintain its presence. Based on the
results, it can be concluded that the use of social
media in Tempo.co has not become a major element
in the news production. The news editors seemed to
be persistent in maintaining their dominance in the
conventional way of journalism. However,
regardless the risk of losing some advertising
opportunities, social media turns out to be a
potentially useful factor in the areas of marketing
strategy and corporate image building. The study
showed that Tempo.co has actually succeeded in
maintaining the loyalty of its audiences, while at the
same time building a positive image as a modern,
convergent, and active company in social media
networks.
By looking at the existence of Tempo.co as one
of the most popular media, as well as the current
conditions of social media activity in Indonesia,
these two conclusions can be an overview of the
current state of the online media business in the
country. Therefore, as a recommendation based on
the results of this study, the mainstream mass media
need to take more seriously the presence of social
media as a survival device in the media business
competition within this era of contemporary
communication. This position should be taken into
consideration, regarding the popularity of social
media is increasing significantly, which
demonstrates the potential to drown the existence of
the mainstream media.
ACKNOWLEDGMENTS
It is a great pleasure to have this opportunity to
thank our colleagues at Tempo.co: Gendur
Sudarsono (Editor in Chief), Kurniawan
(Indonesiana Editor), Tjahjono Heru Laskar (Social
Media Staff), and Ferdinand Akbar Harahap (Social
Media Staff). Moreover, the highest appreciation
should be addressed to Faculty of Communication
Sciences, Universitas Padjadjaran, Indonesia,
especially the Program of Journalism Studies that
provides an enormous opportunity to conduct
exploration towards the contemporary practice of
journalism and media marketing, as well as the
prime supports in disseminating our studies in
international academic forums.
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