Pengelolaan Media Sosial Instagram dan TikTok sebagai Media Promosi Agrowisata Desa Sukaresmi

Abstract

Perkembangan teknologi informasi dan komunikasi mendorong pemanfaatan media sosial sebagai salah satu sarana promosi digital, termasuk pada sektor agrowisata. Instagram dan TikTok menjadi platform yang memiliki potensi besar dalam memperkenalkan destinasi wisata karena mampu menjangkau audiens secara luas serta membangun interaksi secara langsung. Agrowisata Desa Sukaresmi memiliki potensi wisata berbasis pertanian dan peternakan yang perlu didukung melalui pengelolaan media sosial yang terarah agar informasi mengenai destinasi dapat tersampaikan secara optimal kepada masyarakat.

Proyek akhir ini bertujuan untuk mengelola media sosial Instagram dan TikTok sebagai media promosi Agrowisata Desa Sukaresmi melalui perencanaan konten, publikasi konten, pengelolaan interaksi audiens, serta monitoring dan evaluasi performa akun. Metode yang digunakan adalah pendekatan deskriptif kualitatif melalui observasi, wawancara, dan partisipasi aktif selama pelaksanaan proyek akhir. Kegiatan pengelolaan media sosial meliputi penyusunan content planning, content pillar, content calendar, produksi dan publikasi konten, pengelolaan interaksi audiens, serta evaluasi berdasarkan data performa akun.

Selama pelaksanaan proyek akhir, konten dipublikasikan secara konsisten pada akun Instagram dan TikTok Agrowisata Desa Sukaresmi dengan mengangkat konten bertema experience, education, connection, dan promotion. Monitoring dilakukan menggunakan data views, reach, likes, komentar, shares, engagement, serta engagement rate yang dihitung menggunakan perbandingan antara total engagement dan jumlah views. Hasil monitoring menunjukkan bahwa akun Instagram memperoleh total 2.734 views, 1.639 reach, 439 engagement, dengan engagement rate sebesar 16,06%, sedangkan akun TikTok memperoleh 17.790 views, 1.056 engagement, dengan engagement rate sebesar 5,94%. Berdasarkan hasil evaluasi, konten dengan kategori experience, education, dan connection cenderung memperoleh respons audiens yang lebih tinggi dibandingkan konten promosi secara langsung. Konten pada Instagram dengan judul "Joy Barn Arca Domas" memperoleh engagement rate tertinggi sebesar 29,82%, sedangkan pada TikTok konten "POV: Mereka lebih ekspresif dari kamu" memperoleh engagement rate tertinggi sebesar 11,73%.

Hasil proyek akhir menunjukkan bahwa pengelolaan media sosial yang dilakukan secara terencana melalui penyusunan content planning, content calendar, publikasi konten yang konsisten, pengelolaan interaksi audiens, serta monitoring dan evaluasi mampu mendukung pelaksanaan promosi digital Agrowisata Desa Sukaresmi. Proyek akhir ini diharapkan dapat menjadi salah satu referensi dalam pengelolaan media sosial pada sektor agrowisata maupun desa wisata yang memanfaatkan Instagram dan TikTok sebagai media promosi digital.

The rapid development of information and communication technology has encouraged the use of social media as a digital promotional tool, including in the agritourism sector. Instagram and TikTok have become platforms with significant potential for promoting tourist destinations due to their ability to reach a broad audience and facilitate direct interaction. Sukaresmi Village Agritourism offers considerable agricultural and livestock-based tourism potential that requires strategic social media management to effectively communicate information about the destination to the public.

This final project aimed to manage the Instagram and TikTok social media accounts of Sukaresmi Village Agritourism as digital promotional media through content planning, content publication, audience interaction management, and account performance monitoring and evaluation. The study employed a qualitative descriptive approach using observation, interviews, and active participation throughout the project implementation. The social media management activities included developing a content plan, content pillars, and a content calendar, as well as producing and publishing content, managing audience interactions, and evaluating account performance based on analytics data.

Throughout the implementation of the final project, content was published consistently on the Instagram and TikTok accounts of Sukaresmi Village Agritourism, featuring themes of experience, education, connection, and promotion. Monitoring was conducted using performance indicators such as views, reach, likes, comments, shares, engagement, and engagement rate, which was calculated by comparing total engagement to the number of views. The monitoring results showed that the Instagram account achieved a total of 2,734 views, 1,639 reach, and 439 engagements, with an engagement rate of 16.06%. Meanwhile, the TikTok account recorded 17,790 views and 1,056 engagements, resulting in an engagement rate of 5.94%. Based on the evaluation, content categorized as experience, education, and connection generated higher audience responses than direct promotional content. On Instagram, the content titled "Joy Barn Arca Domas" achieved the highest engagement rate of 29.82%, while on TikTok, the content "POV: They're More Expressive Than You" recorded the highest engagement rate of 11.73%.

The results of this final project indicate that well-planned social media management, including the preparation of content planning, a content calendar, consistent content publication, audience interaction management, and continuous monitoring and evaluation, effectively supported the digital promotion of Sukaresmi Village Agritourism. This final project is expected to serve as a reference for social media management practices in the agritourism and rural tourism sectors that utilize Instagram and TikTok as digital promotional platforms.