STUDI KASUS PEMANFAATAN SOSIAL MEDIA TIKTOK DAN FACEBOOK DALAM MENGHADAPI ERA METAVERSE

Abstract

The accelerated advancements in internet-based communication ecosystems are profoundly reshaping human socio-economic interaction, further catalyzed by the emergence of the Metaverse as an immersive three-dimensional virtual universe. This empirical case study investigates the strategic utilization of TikTok and Facebook social media platforms in navigating the imminent metaverse transformation among urban citizens in Manado City. Utilizing a descriptive quantitative methodology, primary data were gathered via structured survey instruments administered to 30 active social media consumers in Manado and evaluated using SPSS 26 univariate frequency distributions. Empirical findings demonstrate that 50.23% of respondents affirmatively endorse TikTok and Facebook as instrumental conduits preparing society for metaverse commercialization, interactive edutainment, and collaborative workspaces. Concurrently, findings underscore critical governance prerequisites regarding personal data privacy safeguards, digital identity security, and responsible technological adaptation.