Semarang – Internship programs serve as a strategic bridge between academic learning and the demands of the professional world. Through such programs, students gain hands-on experience while developing competencies that align with the rapidly evolving digital industry. Driven by this objective, two students from the Communication Science Study Program, Faculty of Social and Political Sciences (FISIP), Universitas Negeri Semarang (UNNES), completed a five-month internship in the Social Media Specialist Division of PT Aulia Persada Semarang, running from 9 February to 12 June 2026, at the company’s headquarters located on Jl. Taman Tlogomulyo Selatan I Gg. Melati No. V, Pedurungan Tengah, Semarang City, Central Java.
The internship was undertaken by Salma Rihadatul Aisy (2303070160) and Nuresa Shaffiqoh Alhasani (2303070103). Through the partnership between UNNES and PT Aulia Persada Semarang, the students were given the opportunity to engage directly in professional activities related to social media management and digital marketing. In addition to applying the knowledge acquired during their studies, the internship also supported the collection of data for their undergraduate theses.
The program began with administrative preparation and coordination between the university and the company to ensure that all learning objectives could be achieved effectively. Throughout the internship, the students followed the company’s daily work routine, beginning each day with a morning briefing before carrying out tasks assigned by their field supervisor. This experience enabled them to develop professional discipline, teamwork, communication skills, and a deeper understanding of workplace culture within the creative industry.
During the internship, the students were actively involved in a wide range of responsibilities within the Social Media Specialist Division. Their work included conducting digital trend research through platforms such as Google Trends, Google News, TikTok, and Instagram; developing content ideas and copywriting; designing carousel posts using Canva; producing and editing videos with CapCut; and participating in content evaluation sessions with their supervisor. The entire workflow followed a structured digital content management process, covering planning, production, publication, and performance evaluation.
As part of the experiential learning process, the students also prepared weekly insight reports to evaluate the performance of published content. These reports served as valuable tools for assessing audience engagement and refining future content strategies. Through continuous evaluation, the students gained a comprehensive understanding of data-driven content strategy, one of the essential competencies required in today’s digital communication industry.
The internship was designed to provide authentic workplace experience while strengthening students’ professional competencies in digital marketing and social media management. Beyond applying theoretical knowledge, the program equipped them with analytical thinking, creative content production skills, technological proficiency, and the ability to work effectively in a fast-paced and innovation-driven professional environment.
This internship reflects FISIP UNNES’s commitment to strengthening the connection between higher education and industry through experiential learning. The collaboration provides students with opportunities to enhance industry-relevant competencies while expanding their professional networks before entering the workforce.
The program also contributes to the achievement of the Sustainable Development Goals (SDGs), particularly SDG 9: Industry, Innovation, and Infrastructure. By enhancing students’ capacities in digital communication, creative content development, and the application of digital technologies, the internship supports the development of a highly skilled workforce capable of adapting to digital transformation. Furthermore, the partnership between the university and industry helps foster an innovation ecosystem that enhances graduate competitiveness while contributing to the sustainable growth of Indonesia’s creative and digital industries.
