Strategi Pengelolaan Konten Akun Instagram dalam Memperkuat Citra Premiair Group

Abstract

Penelitian ini membahas strategi pengelolaan konten akun Instagram dalam memperkuat citra Premiair Group menggunakan teori The Circular Model of SOME yang terdiri dari empat tahapan utama, yaitu tahap share, optimize, manage, dan engage yang digunakan sebagai acuan untuk menganalisis strategi komunikasi digital pada platform Instagram. Penelitian bertujuan menganalisis bagaimana proses pengelolaan konten akun Instagram @premiairgroup dalam memperkuat citra perusaahan dan mengetahui bagaimana hubungan serta kualitas juga keterlibatan audiens melalui akun Instagram Premiair Group. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data yang dilakukan melalui wawancara mendalam, observasi, dokumentasi, dan studi literatur. Informan penelitian ini melibatkan dua pihak, yaitu pihak internal Bussiness Development & Marketing Communication Manager, Client Relation & Bussiness Development, Commercial Manager Premiair Group dan pihak eksternal, yaitu Account Executive MAI Agency. Analisis data yang dilakukan menggunakan model interaktif Miles & Huberman, mulai dari proses pengumpulan data, kondensasi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Premiair Group menerapkan setiap tahapan The Circular Model of SOME dengan efektif. Pada tahap share, perusahaan membagikan konten-konten sesuai dengan kebutuhan audiens dengan memanfaatkan fitur-fitur platform Instagram. Tahap optimize, perusahaan secara terbuka mendengarkan feedback pelanggan sebagai referensi untuk konten kedepannya dan saat ini perusahaan secara aktif melibatkan diri melalui kolom komentar untuk proses komunikasi dua arah. Tahap manage, memantau setiap kegiatan yang terjadi pada akun Instagram @premiairgroup untuk meminimalisir dampak negatif yang dapat terjadi. Tahap engage, perusahaan melibatkan pihak eksternal, yaitu agency untuk mendukung setiap proses pengelolaan konten akun Instagram agar proses publikasi lebih optimal. Hasil penelitian tersebut dapat disimpulkan bahwa penerapan teori The Circular Model of SOME dalam strategi pengelolaan konten akun Instagram dalam memperkuat citra Premiair Group terbukti efektif dalam mengelola akun Instagram secara teratur dan menjaga hubungan keterlibatan dengan audiens. Disarankan agar penelitian selanjutnya dapat mengkaji strategi komunikasi digital dapat upaya peningkatan suatu organisasi atau perusahaan.

Kata Kunci: Strategi komunikasi digital, Instagram, The Circular Model of SOME

This study discusses the content management strategy of the Instagram account in strengthening the corporate image of Premiair Group using The Circular Model of SOME theory, which consists of four main stages: share, optimize, manage, and engage, as a framework for analyzing digital communication strategies on the Instagram platform. This study aims to analyze how the content management process of the @premiairgroup Instagram account strengthens the company's corporate image and to determine the relationship, quality, and audience engagement through Premiair Group's Instagram account. This study employed a descriptive qualitative approach. The data collection techniques were conducted through in-depth interviews, observation, documentation, and literature study. The research informants involved two parties, namely the internal parties consisting of the Business Development & Marketing Communication Manager, Client Relation & Business Development, and Commercial Manager of Premiair Group, as well as the external party, namely the Account Executive of MAI Agency. Data analysis was conducted using the interactive model of Miles & Huberman, including the processes of data collection, data condensation, data presentation, and conclusion drawing. The results of the study indicate that Premiair Group effectively implements each stage of The Circular Model of SOME. In the share stage, the company shares content that aligns with the audience's needs by utilizing Instagram platform features. In the optimize stage, the company openly listens to customer feedback as a reference for future content and actively engages through the comment section to facilitate two-way communication. In the manage stage, the company monitors all activities occurring on the @premiairgroup Instagram account to minimize potential negative impacts. In the engage stage, the company involves an external party, namely an agency, to support every content management process of the Instagram account so that the publication process becomes more optimal. The results of this study conclude that the implementation of The Circular Model of SOME theory in the Instagram content management strategy to strengthen Premiair Group's corporate image has proven to be effective in managing the Instagram account consistently and maintaining audience engagement. It is recommended that future research examine digital communication strategies as an effort to enhance the performance of an organization or company.

Keywords: Digital communication strategy, Instagram, The Circular Model of Some