Communication Competence of Social Media Specialist in Building Brand Awareness of Honda Central Java on Social Media Instagram

The background of this study is the rapid development of social media and the high demand for Social Media Specialists in the industry but there are no assessment standards for evaluation by various companies. The objective of this study is to identify the aspects required to develop the communication competencies necessary for a Social Media Specialist to brand on social media effectively. The research methodology employs a descriptive qualitative approach, with data collection techniques including observations and interviews with the team directly responsible for managing the Instagram account @hondajateng. The results of the study indicate that there are several values from three communication competence dimensions that are correlated in building brand awareness and must be possessed by a Social Media Specialist.