Strategi Pengelolaan Media Sosial Instagram Liquid Agency Melalui Pendekatan The Circular Model of SoMe for Social Communication

Abstract

Agensi digital Business-to-Business (B2B) dituntut memiliki portofolio digital yang kredibel guna meyakinkan prospek klien. Namun, Liquid Agency menghadapi shoemaker's children problem, di mana pengelolaan akun Instagram mandiri mereka (@liquid.agency) dinilai kurang optimal dalam konsistensi dan interaksi organik akibat prioritas pada proyek klien. Penelitian ini bertujuan menganalisis penerapan strategi pengelolaan media sosial Instagram di Liquid Agency melalui kerangka The Circular Model of SoMe for Social Communication sekaligus menganalisis strategi optimalisasinya. Penelitian kualitatif deskriptif ini mengumpulkan data primer melalui observasi partisipan dan wawancara mendalam terhadap enam informan yang terlibat operasional, yakni Co-Owner, Head Creative, dua Social Media Specialist, Graphic Designer, dan Video Editor. Pengumpulan data sekunder didukung melalui penelusuran arsip konten. Proses analisis data menerapkan model interaktif Miles dan Huberman yang mencakup tahap pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Keabsahan temuan kemudian diuji secara ketat melalui triangulasi teknik. Hasil penelitian menunjukkan bahwa penerapan keempat tahapan sirkular di Liquid Agency masih berorientasi pada komunikasi asimetris (satu arah). Tahap berbagi (share) dan optimasi (optimize) telah berjalan melalui distribusi tiga pilar konten serta taktik tagar berlapis, namun efektivitasnya terhambat oleh ketiadaan bank konten dan minimnya evaluasi analitik. Pada tahap pengelolaan (manage) dan keterlibatan (engage), alur kualitas visual dan gaya bahasa sudah adaptif, sayangnya ketiadaan rapat evaluasi rutin membuat pengelola terjebak dalam kebiasaan unggah lalu pergi (post and run) yang mematikan potensi komunikasi dua arah. Strategi optimalisasi difokuskan pada pembenahan manajemen internal dan taktik interaksi eksternal. Agensi direkomendasikan untuk membangun bank konten terintegrasi, mengadakan rapat evaluasi performa bulanan yang berlandaskan audit analitik, serta beralih ke taktik keterlibatan proaktif menggunakan fitur kolaborasi dan templat pesan demi mempercepat laju konversi klien.

Digital agencies operating in the Business-to-Business (B2B) sector are required to maintain a credible digital portfolio to convince prospective clients. However, Liquid Agency faces a "shoemaker's children problem," where the management of their independent Instagram account (@liquid.agency) is deemed suboptimal in consistency and organic interaction due to prioritizing client projects. This study aims to analyze the implementation of Instagram social media management strategies at Liquid Agency through The Circular Model of SoMe for Social Communication framework while formulating its optimization strategies. This descriptive qualitative research gathered primary data through participant observation and in-depth interviews with six operational informants, namely the Co-Owner, Head Creative, two Social Media Specialists, a Graphic Designer, and a Video Editor. Secondary data collection was supported by content archiving. The data analysis applied the Miles and Huberman interactive model, which includes data collection, data reduction, data display, and conclusion drawing. The validity of the findings was strictly tested through technical triangulation. The results indicate that the implementation of the four circular stages at Liquid Agency remains oriented toward asymmetric (one-way) communication. The share and optimize stages have been executed through the distribution of three content pillars and layered hashtag tactics, yet their effectiveness is hindered by the absence of a content bank and minimal analytical evaluation. In the manage and engage stages, the visual quality workflow and language style are already adaptive; unfortunately, the lack of routine evaluation meetings causes the managers to get trapped in a "post and run" habit that stifles the potential for two-way communication. The formulated optimization strategy focuses on restructuring internal management and external interaction tactics. The agency is recommended to build an integrated content bank, conduct monthly performance evaluation meetings grounded in analytical audits, and transition toward proactive engagement tactics utilizing collaboration features and message templates to accelerate the client conversion rate.