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Nowadays social media (Twitter, Facebook, etc.), not only simply ascommunication media, but also for promotion. Social networking media offersmany business benefits for companies and organizations. Research purposes is todetermine the model of social network media utilization as a promotional mediafor handicraft business in Palembang city. Qualitative and quantitativeresearch design are used to know how handicraft business in Palembang cityutilizing social media networking as a promotional media. The research resultsshow 35% craft businesses already utilizing social media as a promotionalmedia. The social media used are blog development 15%, facebook 46%, andtwitter etc. are 39%. The reasons they use social media such as, 1) minimalcost, 2) easily recognizable, 3) global distribution areas. Social mediaemphasis on direct engagement with customers better. So that the marketingmethod could be more personal through direct communication with customers.

The utilization of social networking as promotion media (Case study: Handicraft business in Palembang)