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Abstrak
Background: Di era digital, remaja menghadapi berbagai tantangan dalam membentuk identitas dan citra diri yang positif di media sosial, yang seringkali berdampak pada aspek psikologis dan sosial mereka. Personal branding menjadi strategi penting untuk membantu remaja menavigasi tekanan ini dengan lebih bijak, memungkinkan mereka untuk menonjol secara autentik dan konsisten. Kegiatan ini dirancang untuk memberi bekal konsep dan keterampilan personal branding yang relevan, sehingga remaja dapat membangun reputasi yang positif dan berkelanjutan di dunia maya. Metode: Kegiatan ini dilakukan bekerja sama dengan GenRe Surakarta sebagai tim pelaksana dan PIK-R Candra Kusuma Universitas Setia Budi Surakarta sebagai peserta kegiatan. Kegiatan dilakukan dengan metode Participatory Rural Appraisal (PRA). Hasil: Hasil kegiatan menunjukkan bahwa peserta memiliki peningkatan dalam pemahaman konsep personal branding dan keterampilan mengelola konten digital untuk membangun reputasi positif di media sosial. Temuan ini dikaji menggunakan teori personal branding yang menekankan pentingnya otentisitas, konsistensi, dan citra diri yang positif. Selain itu, metode PRA dinilai efektif dalam mengidentifikasi kebutuhan dan keinginan peserta sehingga lebih mudah mengaitkan konsep personal branding dengan konteks personal masing-masing. Kesimpulan: Kegiatan ini berhasil meningkatkan pemahaman dan keterampilan remaja dalam personal branding di media sosial, yang berdampak positif pada kemampuan mereka membangun citra diri secara autentik dan berkelanjutan.
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© 2025 Oleh authors. Lisensi Jurnal SOLMA, LPPM-Uhamka, Jakarta. Artikel ini bersifat open access yang didistribusikan di bawah syarat dan ketentuan Creative Commons Attribution (CC BY) license. (http://creativecommons.org/licenses/by/4.0/).
Referensi
- Bányai, F., Zsila, Á., Király, O., Maraz, A., Elekes, Z., Griffiths, M. D., Andreassen, C. S., & Demetrovics, Z. (2017). Problematic social media use: Results from a large-scale nationally representative adolescent sample. PLoS ONE, 12(1), 10–14. https://doi.org/10.1371/journal.pone.0169839
- Chambers, R. (2013). Rural development : putting the last first. Routledge.
- Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research agenda. In Frontiers in Psychology (Vol. 9, Issue NOV). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2018.02238
- Hogan, B. (2010). The Presentation of Self in the Age of Social Media: Distinguishing Performances and Exhibitions Online. Bulletin of Science, Technology & Society, 30(6), 377–386. https://doi.org/10.1177/0270467610385893
- Jones, B., & Leverenz, C. (2017). Building Personal Brands with Digital Storytelling ePortfolios. International Journal of EPortfolio, 7(1), 67–91.
- Karimian, Z. (2024). Designing a Learning Model for Personal Brand Digital Storytelling. 7, 33–43.
- Keles, B., McCrae, N., & Grealish, A. (2020). A systematic review: the influence of social media on depression, anxiety and psychological distress in adolescents. International Journal of Adolescence and Youth, 25(1), 79–93. https://doi.org/10.1080/02673843.2019.1590851
- Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002
- McNally, D., & Speak, K. D. (2002). Be Your Own Brand: A breakthrough formula for standing out from the crowd. Berret - Koehler Publishers.
- Mikkelsen, B. (2005). Methods for development work and research: a new guide for practitioners. (2nd ed.). Sage Publication.
- Montoya, P., & Vandehey, T. (2009). The brand called you: make your bussiness stand out in a crowded market place. McGraw Hill.
- Narayanasamy, N. (2009). Participatory rural appraisal: principles, methods and application. Sage Publications, Ltd.
- Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement, 47(6), 34–37. https://doi.org/10.1002/pfi.20007
- Riyanto, A. D. (2024, February). Hootsuite (We are Social): Data DIgital Indonesia 2024. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2024/
- Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product and Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
- Vannucci, A., Flannery, K. M., & Ohannessian, C. M. C. (2017). Social media use and anxiety in emerging adults. Journal of Affective Disorders, 207(August 2016), 163–166. https://doi.org/10.1016/j.jad.2016.08.040
Referensi
Bányai, F., Zsila, Á., Király, O., Maraz, A., Elekes, Z., Griffiths, M. D., Andreassen, C. S., & Demetrovics, Z. (2017). Problematic social media use: Results from a large-scale nationally representative adolescent sample. PLoS ONE, 12(1), 10–14. https://doi.org/10.1371/journal.pone.0169839
Chambers, R. (2013). Rural development : putting the last first. Routledge.
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research agenda. In Frontiers in Psychology (Vol. 9, Issue NOV). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2018.02238
Hogan, B. (2010). The Presentation of Self in the Age of Social Media: Distinguishing Performances and Exhibitions Online. Bulletin of Science, Technology & Society, 30(6), 377–386. https://doi.org/10.1177/0270467610385893
Jones, B., & Leverenz, C. (2017). Building Personal Brands with Digital Storytelling ePortfolios. International Journal of EPortfolio, 7(1), 67–91.
Karimian, Z. (2024). Designing a Learning Model for Personal Brand Digital Storytelling. 7, 33–43.
Keles, B., McCrae, N., & Grealish, A. (2020). A systematic review: the influence of social media on depression, anxiety and psychological distress in adolescents. International Journal of Adolescence and Youth, 25(1), 79–93. https://doi.org/10.1080/02673843.2019.1590851
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002
McNally, D., & Speak, K. D. (2002). Be Your Own Brand: A breakthrough formula for standing out from the crowd. Berret - Koehler Publishers.
Mikkelsen, B. (2005). Methods for development work and research: a new guide for practitioners. (2nd ed.). Sage Publication.
Montoya, P., & Vandehey, T. (2009). The brand called you: make your bussiness stand out in a crowded market place. McGraw Hill.
Narayanasamy, N. (2009). Participatory rural appraisal: principles, methods and application. Sage Publications, Ltd.
Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement, 47(6), 34–37. https://doi.org/10.1002/pfi.20007
Riyanto, A. D. (2024, February). Hootsuite (We are Social): Data DIgital Indonesia 2024. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2024/
Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product and Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
Vannucci, A., Flannery, K. M., & Ohannessian, C. M. C. (2017). Social media use and anxiety in emerging adults. Journal of Affective Disorders, 207(August 2016), 163–166. https://doi.org/10.1016/j.jad.2016.08.040