Social Network and Sentiment Analysis for Social CRM Optimalization on Indonesian Digital Recruitment Platform
Abstract
The rapid growth of digital recruitment platforms in Indonesia has generated a large volume of user content on social media, serving as a vital data source for Social Customer Relationship Management (Social CRM) strategies. Consequently, the strategic insights that can be drawn may be limited. This study applied an integrated analytical approach combining Social Network Analysis (SNA) and lexicon-based sentiment analysis to evaluate public interactions regarding Jobstreet, Glints, and Dealls. The research methodology involved collecting data from platform X (previously known as Twitter) during the period of April 1-30, 2025, which was then analyzed using SNA with Gephi to identify influential actors through centrality metrics, alongside sentiment analysis to measure emotional polarity. The main findings revealed that Jobstreet possessed the healthiest conversational ecosystem, characterized by positive and neutral sentiment from its central actors. Glints exhibited sentiment polarization, and Dealls showed reputational vulnerability due to dominant negative sentiment from its influential users. It was concluded that the integration of these two methods provides a robust framework for designing more responsive and data-driven Social CRM strategies.
Keywords: Social Network Analysis; Sentiment Analysis; Social CRM; Digital Recruitment; Lexicon-Based Features.
Abstrak
Perkembangan pesat platform rekrutmen digital di Indonesia telah menghasilkan volume besar konten pengguna di media sosial, yang menjadi sumber data vital untuk strategi Social Customer Relationship Management (Social CRM). Sehingga hal ini dapat menyebabkan insight strategis yang bisa diambil menjadi terbatas. Penelitian ini menerapkan pendekatan analitis terpadu yang menggabungkan Social Network Analysis (SNA) dan analisis sentimen berbasis leksikon untuk mengevaluasi interaksi publik mengenai Jobstreet, Glints, dan Dealls. Metodologi penelitian melibatkan pengumpulan data dari platform X (sebelumnya dikenal dengan Twitter) selama periode 1-30 April 2025, yang kemudian dianalisis menggunakan SNA dengan Gephi untuk mengidentifikasi aktor berpengaruh melalui metrik sentralitas, serta analisis sentimen untuk mengukur polaritas emosional. Temuan utama mengungkapkan bahwa Jobstreet memiliki ekosistem percakapan paling sehat, ditandai oleh sentimen positif dan netral dari aktor-aktor sentralnya. Sebaliknya, Glints menunjukkan polarisasi sentimen, dan Dealls menunjukkan kerentanan reputasi karena sentimen negatif yang dominan dari para pengguna berpengaruhnya. Disimpulkan bahwa integrasi kedua metode ini menyediakan kerangka kerja yang kuat untuk merancang strategi Social CRM yang lebih responsif dan berbasis data.
Kata Kunci: Analisis Jaringan Sosial; Sentimen; Social CRM; Rekrutmen digital; Lexicon-Based Features.
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