Strategi Pengelolaan Media Sosial Instagram oleh Humas Perumda Tirta Pakuan sebagai Sarana Penyampaian Informasi Pelayanan

Abstract

ABSTRAK Strategi pengelolaan Instagram oleh Humas Perumda Tirta Pakuan Kota Bogor dalam penyampaian informasi pelayanan publik dilakukan untuk memenuhi kebutuhan informasi masyarakat yang cepat, transparan, dan interaktif di era digital. Teori Effective Public Relations dari Broom dan Sha serta teori media sosial dari Kaplan dan Haenlein digunakan untuk menganalisis pengelolaan Instagram melalui tahapan defining the problem, planning and programming, taking action and communicating, serta evaluating the program. Pengelolaan Instagram dilakukan melalui identifikasi kebutuhan informasi masyarakat, perencanaan konten, pelaksanaan komunikasi melalui berbagai fitur Instagram, serta evaluasi berdasarkan data insight dan engagement, respons masyarakat, dan rapat evaluasi berkala. Respons masyarakat terhadap penyampaian informasi melalui Instagram cenderung positif, namun kecepatan respons perusahaan masih perlu dioptimalkan. Penelitian tersebut menyarankan agar Humas Perumda Tirta Pakuan terus mengoptimalkan strategi komunikasi Instagram melalui peningkatan kecepatan respons, koordinasi internal, perluasan jangkauan informasi, dan penguatan komunikasi dua arah.

ABSTRACT The Instagram management strategy implemented by the Public Relations Division of Perumda Tirta Pakuan Kota Bogor aims to meet the public's need for fast, transparent, and interactive information in the digital era. Broom and Sha's Effective Public Relations theory and Kaplan and Haenlein's social media theory were used to analyze Instagram management through the stages of defining the problem, planning and programming, taking action and communicating, and evaluating the program. Instagram management was carried out through identifying public information needs, content planning, communication through various Instagram features, and evaluation based on insight data, public responses, and regular evaluation meetings. Public responses to Instagram were generally positive, although the company's responsiveness still needs to be optimized. This study recommends optimizing the Instagram communication strategy by improving response speed, strengthening internal coordination, expanding information reach, and reinforcing two-way communication.