Depok-The Multimedia Broadcasting study program of the Vocational Education Program of the Universitas Indonesia (UI) held a guest lecture entitled “Social Media Content Research and Digital Marketing” on October 17, 2025 in the UI Vocational Intraco Room. Present as a resource person, Salman Al Farisiy, Digital Marketing Lead – Quick Commerce GoTo Group, who shared his knowledge and experience in managing content research strategies and understanding the dynamics of audience behavior in the digital era. The guest lecture was integrated with the Creative Content Research course which is designed to provide students with a practical understanding of research as a basis for creating creative content and effective digital campaigns.
In his presentation, Salman emphasized that research is the main foundation of any content creation process. Before launching a creative idea, an in-depth analysis of audience characteristics, media consumption habits, and evolving digital interaction patterns is necessary. “Without research, even the best-executed content won’t necessarily capture the audience’s attention. Understanding audience behavior and digital trends is key to winning space on social media,” Salman explained.
Furthermore, Salman explained how the research process is crucial in content production. Data from Digital Silk in 2025 states that in the current digital era, a person is estimated to be exposed to 4,000-10,000 pieces of content every day. This means that in every content production strategy, content producers must always start with audience analysis, supported by data, and be consistent in ongoing research. Salman said, “Each stage is interconnected to form a targeted content strategy. We can also utilize various tools in content research, one of the easiest is using Google Trends.”
(Photo: Discussion session with students during a guest lecture)
In addition, Salman also discussed the framework or model in content execution, namely the ABCD Framework (Attention, Branding, Connection, and Direction) and the 3C concept (Customer Insight, Content Pillars, and Channel Strategy) which are the basis for building measurable digital marketing. Through a case study of the global campaign “Nothing Beats a Jet2 Holiday“, Salman illustrates how research and rapid response to changes in user behavior can change the direction of a marketing strategy into a viral phenomenon. This data-driven approach, according to him, is a key advantage in facing the challenges of algorithms and dynamic audience behavior.
The Head of the Multimedia Broadcasting Study Program, Peny Meliaty Hutabarat, S.Sos., M.S.M., expressed her appreciation for this activity as a form of integration between theory and practice in the industrial world. “This guest lecture serves as a bridge between the academic world and the creative industry. Students not only learn about research concepts but also see firsthand how data, creativity, and strategy combine in the real-world practice of producing social media content and digital marketing,” said Peny.
(Photo: Awarding of a certificate of appreciation to Salman by the lecturers)
One of the students, Yumna Haifa Fitria, also shared her impressions of the activity. “The material was very relevant and applicable. I’ve come to understand that research isn’t just about numbers or surveys, but about understanding the people behind the data. This allows for engaging and effective content creation,” she said.
This activity demonstrates UI Vocational commitment to providing industry-based learning and professional collaboration, particularly in digital media, communications, and the creative industries. Through the presence of visiting practitioners, students are expected to hone the analytical and research skills needed in today’s digital communications and marketing industries.
