Social Media Communication Strategy of Shoji Land in Building a Positive Image on TikTok and Instagram

Abstract

The rapid growth of social media has driven brands like Shoji Land, a Japanese-themed real estate company, to build a positive image through platforms like TikTok and Instagram. Despite presenting aesthetically pleasing visuals, Shoji Land faces public criticism regarding smoke pollution, leaking houses, and delayed unit handovers. This study explores the gap between the ideal image and consumer reality by analyzing Shoji Land’s social media communication strategy using a descriptive qualitative method and case study approach. The findings highlight a structured strategy across three stages: planning (media, visuals, content, and crisis anticipation), implementation (team-based promotional content and personal crisis responses), and evaluation (public feedback and internal coordination). TikTok is used for emotional storytelling, while Instagram showcases brand visuals. Key strategies include consistent visual identity, cultural narratives, and adaptive crisis management. This research underscores the importance of integrated, cross-platform communication in shaping brand reputation in the digital era.