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Analysis of The Effectiveness Of Social Media Instagram (A Case Study at Pom-Pom Café)

Social media has become an important part of a business to promote products and communicate with the customers. However, there are still many businessmen don't know what factors influence and what to do to attract attention of customers. They just post or upload content on social media without a strategy. Therefore, the contribution of this research is to outline the best practices to improve engagement on a Food and Beverage (FnB) business account. The process includes collecting competitor’s data both their business development in the field and Instagram account statistical data, conducting data comparisons, and assessing competitors' content posting activities. We use a local business account as a case study for this research practice at pom-pom cafe. It found that the activeness of posting content on social media accounts can attract audience interest. In addition, good visuals and appropriate language used according to market segments will attract audience attention and interaction.