ABSTRAK :rnrnSocial technologies become more important nowadays. Its not only as a one of communication channel for the firm, but also as a medium to enhance the value proposition and the productivity of the firm. We can say that Information Communication and Technology was the driver of this phenomenon, especially when Web 2.0 has use widely. As the development of social technologies - one of the medium is social media marketing such as blog, facebook, twitter, etc - become a popular media in consumer’s life, firm must also see this medium as a strategic tool. This is true,rnspecifically from the result of the research of McKinsey Global Institute (2012) which attempts to quantify the value of social technologies. The research find that social technologies, when used within and across enterprises, have the potential to raise the productivity of the high-skill knowledge workers that are critical to performance and growth in the 21st century by 20 to 25 percent (MGI, 2012)