Published on July 8, 2016 | by Liyana Meer

This month, we caught up with┬áZALORA Indonesia’s Social Media Manager, Rohmatika Adillah. Read on to find out more about what it’s like to work on a one-woman team.


rohmatika adillah


Indonesia has an abundance of beautiful beaches – which is your favourite?

I don’t travel a lot! But Dreamland Beach in Bali is definitely a great place to visit. It’s stunning, clean and not as mainstream as Kuta Beach.


What are your day-to-day responsibilities as a Social Media Manager?

I need to make sure that every social media post is updated across all channels. The most important part is creating a social media timeline plan. It’s a mix of product features, brand launches, upcoming offline or online events/activations, major campaigns, and information for our customers. For this, I work closely with PR, Campaign Team, Product, CX and the Buying Team.


Social media marketing naturally comes with its own unique challenges. Can you share some of these challenges with us?

We are really dependent on the existence of the channel itself, and each channel has different followers and fan characteristics. Can you imagine a global use switch from Twitter and Facebook to Instagram? What if Twitter suddenly closes their business for good? That means that tons of content development that we’ve already built will be deleted including backlinks for SEO, followers and campaign updates. Content wise, what works for Instagram sometimes cannot be applied on Facebook , and vice versa. That is why content variety is extremely important. In addition, customers have the power of word of mouth, once we treat them wrong, it spreads like crazy and we can lose a lot of customers.


Why did you decide to go into social media marketing?

To me, social media is unique and very sensitive, because this channel is basically what people think, say, and do. The way we promote product or service through this channel is limited to creative content and nice-looking content because that’s what people like and want to see. Trends affect everything. We can create a voucher code named LEONARDO because Leo won an Oscar, we can post “Happy Birthday Jokowi” with his photograph on Instagram and link it to our Batik page for citizens to congratulate him. It’s all spontaneous and have an expiration date.


How do you keep yourself up to date with the latest social media trends?

I subscribe to Mashable and Tech Crunch feed for social media updates and follow influencers, magazines and news-y Instagram accounts for daily fashion and lifestyle updates.


Which social media platform does ZALORA have the greatest outreach or most number of followers?

Our Facebook as 6.6 million global fans and 1.2 million local fans.


Do you have a role model?

I love Rachel Zoe, her passion for fashion is second to none, and Mark Zuckerberg – thanks for connecting the world, Mark!


What’s your personal favourite social media app?



Are there any perks or downsides about working in a small team?

Well, sometimes the “team” is overwhelmed and there’s no room to explore a detailed AB testing.


If there was one team you could join for a week, which would it be?

It would have to be the paid team!


What are some quirky fun facts about the team?

I do social media for a living but I don’t really socialize with others in real life… does this count as a fun fact?


What are some buzzwords used by the team?

You know what, every word is a buzz! Hashtag, trending topics, celebgram, ootd – everything!