The Circular Model of SOME pada Distribusi Konten Instagram di PT Jasa Armada Indonesia Tbk

Abstract

Penelitian ini menganalisis penerapan The Circular Model of SOME dalam distribusi konten Instagram PT Jasa Armada Indonesia Tbk melalui akun @ipcmarine sebagai strategi komunikasi digital perusahaan. Model ini mencakup empat tahap: share, optimize, manage, dan engage. Pendekatan deskriptif kualitatif digunakan dengan metode observasi, wawancara, kuesioner terhadap 125 pengikut aktif, dan analisis data Instagram Insight. Hasil penelitian menunjukkan bahwa seluruh tahapan model telah diterapkan secara efektif. Konten disusun sesuai karakteristik audiens, dioptimalkan melalui data insight, dikelola secara aktif dan responsif, serta melibatkan audiens melalui fitur interaktif. Data menunjukkan peningkatan interaksi sebesar 5.400 dan kunjungan profil sebesar 4.600, serta 62,4% responden menyatakan memahami informasi yang disampaikan. Penerapan model ini terbukti efektif dalam meningkatkan pemahaman, keterlibatan, dan komunikasi perusahaan dengan publik. Penelitian selanjutnya disarankan untuk mengeksplorasi penerapan strategi ini di platform media sosial lainnya.

This study analyzes the implementation of The Circular Model of SOME in the content distribution on Instagram by PT Jasa Armada Indonesia Tbk through its account @ipcmarine as part of the company’s digital communication strategy. The model consists of four main stages: share, optimize, manage, and engage. A descriptive qualitative approach was employed using methods such as observation, interviews, questionnaires distributed to 125 active followers, and analysis of Instagram Insight data. The findings indicate that all stages of the model were effectively implemented. Content was created to match audience characteristics, optimized using insight data, managed actively and responsively, and engaged users through interactive features. Data revealed an increase of 5,400 interactions and 4,600 profile visits, with 62.4% of respondents stating they understood the information conveyed. The application of this model proved effective in enhancing audience understanding, strengthening engagement, and improving communication between the company and the public. Future research is recommended to explore the implementation of similar communication strategies on other social media platforms.