PENGELOLAAN ALUR KERJA ACCOUNT EXECUTIVE PADA KONTEN PODCAST SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS HAPPILY DI FACEBOOK

Happily is an adult diaper brand that continues to face challenges in increasing its brand awareness. To support this objective, Happily utilizes the Podcast Kata Dokter Happily content published on Facebook as a communication medium to engage with its audience. This study aims to examine the content workflow management of the podcast as an Account Executive's effort to enhance Happily's brand awareness on Facebook. The methods employed in this study include observation and literature review conducted during the internship at Crimson Agency. The results indicate that the content workflow management was carried out through the pre-production, production, and post-production stages involving coordination among the client, the internal team, and the production vendor. Based on the analysis using the Coordination Theory Framework, the activities of communication and monitoring, as well as the interdependencies of flow and shared resources, supported the effectiveness of the content workflow management, although several revisions required adjustments due to the production vendor's technical considerations. The structured workflow management contributed to improving Happily's brand awareness on Facebook, as reflected in the increase in reach and views during the publication period of the Podcast Kata Dokter Happily.

Keywords: Account Executive; brand awareness; Content workflow management; coordination theory.

Happily merupakan brand popok dewasa yang masih menghadapi tantangan dalam meningkatkan brand awareness. Untuk mendukung upaya tersebut, Happily memanfaatkan konten Podcast Kata Dokter Happily yang dipublikasikan melalui Facebook sebagai media komunikasi dengan audiens. Penulisan ini bertujuan untuk mengetahui pengelolaan alur kerja konten Podcast sebagai upaya Account Executive dalam meningkatkan brand awareness Happily di Facebook. Metode yang digunakan meliputi observasi dan studi pustaka selama pelaksanaan di Crimson Agency. Hasil penulisan menunjukkan bahwa pengelolaan alur kerja konten dilakukan melalui tahapan preproduction, production, dan post-production yang melibatkan koordinasi antara klien, tim internal, dan vendor produksi. Berdasarkan analisis menggunakan Framework Coordination Theory, aktivitas communication dan monitoring serta hubungan flow dan shared resources mendukung kelancaran pengelolaan konten, meskipun terdapat revisi yang memerlukan penyesuaian karena pertimbangan teknis vendor produksi. Pengelolaan alur kerja tersebut mendukung peningkatan brand awareness Happily di Facebook yang ditunjukkan melalui peningkatan reach dan views selama periode publikasi Podcast Kata Dokter Happily.

Kata Kunci: Account Executive; brand awareness; coordination theory; pengelolaan alur kerja konten.