THE COMMUNICATION STRATEGY OF DIGITAL-BASED MEDIA ORGANIZATIONS

Indonesia is experiencing a high growth in digital-based start-up companies, from 52 businesses in 2015 to 2,210 start-ups in 2020. This growth is related to the strategy and communication model of techno-entrepreneurs or business actors. The purpose of this research is to find out the communication strategy of the selected companies by using an ethnomethodological approach. The data analysis technique applies a conversation analysis by NVIVO 12 software, and the validity test of the data uses sources and theory triangulation. The findings cover two important aspects. First, six communication strategies used in digital media management are communication management, the communication message and context, the communication plan execution’ the involvement of parties as internal and external communicators, the usage of communication media, and the communication receiver and channels. Second, several factors determine these strategies which include the companys internal conditions and the strong relations with external parties. The digital-based business information must be supported by a combination of two core strengths, namely professionals with information technology knowledge and professionals with management skills. Finally, the survival of businesses is determined by three important stakeholders: advertisers, sources of production, and subscribers.