Pengelolaan Instagram @sdgs_indonesia dalam Menjangkau Khalayak Generasi Z

Abstract

Penelitian ini bertujuan menganalisis pengelolaan akun instagram @sdgs_indonesia sebagai media komunikasi publik dalam membangun kesadaran dan keterlibatan generasi z terhadap isu pembangunan berkelanjutan. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus dan mengacu pada teori The Circular Model of SOME (Share, Optimize, Manage, Engage) yang dikemukakan oleh Regina Luttrell (2016). Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi insternal SDGs Indonesia. Hasil penelitian menunjukkan bahwa keempat indikator SOME telah diterapkan dengan tingkat optimalisasi yang berbeda. Pada indikator share, konten didistribusikan melalui berbagai format serta disesuaikan dengan segmentasi audiens dan didukung kolaborasi bersama mitra strategis. Indikator optimize dilakukan melalui evaluasi performa konten dan penyederhanaan bahasa teknis menggunakan pendekatan trial and error. Indikator manage telah diterapkan melalui content pillar dan content calendar, namun masih menghadapi keterbatasan sumber daya manusia. Sementara itu, indikator engage diwujudkan melalui respons terhadap audiens, kolaborasi, dan konten partisipatif.

This study aims to analyze the management of the instagram account @sdgs_indonesia as a public communication platform in building generation z's awareness and engagement with sustainable development issues. This study used a qualitative approach with a case study method and was based on Regina Luttrell's (2016) The Circular Model of SOME (Share, Optimize, Manage, and Engage). Data were collected through observation, in-depth interviews, and internal documentation from SDGs Indonesia. The results show that all four indicators of the SOME model have been implemented with different levels of effectiveness. The Share indicator was carried out by using various content formats, audience segmentation, and collaboration with strategic partners. The Optimize indicator was implemented through content performance evaluation and simplifying technical language using a trial-and-error approach. The Manage indicator was applied through content pillars and content calendars, but its implementation was still limited by a lack of human resources. Meanwhile, the Engage indicator was implemented through audience interaction, collaboration, and participatory content.