Optimization of Digital Platforms in School Branding Strategies at SMP Djama'atul Ichwan Surakarta

The development of information technology in the Industrial Revolution 4.0 era requires schools to adapt to digital branding, but many private schools still experience a gap between the demands of digital transformation and practice in the field. This research uses a descriptive qualitative approach with a case study design. The research participant was the person in charge of the school's social media, who was chosen purposively because of his direct involvement in managing digital accounts. Data collection techniques were carried out through in-depth interviews and documentation of social media posts, websites, and school digital promotional materials. Data analysis is carried out by reducing data, presenting data, and drawing conclusions, which are strengthened through triangulation of sources and techniques to ensure the validity of the data. The research results show that schools have optimized various digital platforms such as Instagram, YouTube, TikTok, Facebook, WhatsApp, and websites to expand the reach of information and build a positive image. The branding strategy implemented is communicative, collaborative, and adaptive, even though it still faces obstacles in upload consistency, limited human resources, and a lack of supporting facilities. This research provides the implication that strategic use of digital platforms can be an effective means of strengthening school branding, increasing public trust, and supporting the sustainability of educational institutions in the digital era.