Engaging Consumers through Social Media with Educational Content Regarding Baking Terminology and Techniques

Abstract

This internship was conducted at PT. Sinar Meadow International Indonesia, a joint venture company between Sinar Mas Group and Goodman Fielder, a leading food company from Australia. There are three major brands manufactured by the company, namely Gold Bullion, Mother’s Choice, and CITA. Each brand comprises various types of margarine, shortening, and frying fats with specific formulations that cater to different needs. The focus of this internship was creating educational social media content regarding baking terminology and techniques. In the form of educational social media content shared through the Instagram account of the company, the terminology and techniques would become more comprehensible to audiences with little to no experience in baking. Baking problems that often arise were discussed and the solutions were provided in the form of videos and infographics. The demand for easily accessible information about baking terminology and its effectivity were proven by the high audience engagement on these types of content. Additionally, the company would benefit from implementing soft-selling strategies in social media content related to the products manufactured. The objective of this project is to increase audience engagement on social media platform by producing educational content related to baking terminology and techniques. It is expected that educational content will obtain more than 100 engagements and reach 1000 or more accounts on each post during the span of four months.