NUGRAHA, SAMUEL SHEVA (2026) PENGELOLAAN AKUN INSTAGRAM @PERSPECTIVEFOOTBALL.ID SEBAGAI MEDIA INFORMASI OLAHRAGA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to explore and analyze the management strategy of the Instagram account @perspectivefootball.id in carrying out its function as an alternative sports information media amidst the rapid development of digital communication. The main variable examined in this study is social media management which is dissected through the four main dimensions in the SOME theory (Share, Optimize, Manage, Engage) proposed by Regina Luttrell. The object of the study focuses on the digital activities of the @perspectivefootball.id account, while the research subjects or informants consist of one internal manager as a key informant and three active followers as supporting informants to validate audience perceptions. Data collection techniques are carried out through participatory observation on the Instagram platform, digital documentation,and in-depth interviews to explore the motives and strategies behind each piece of content produced. The collected data were then analyzed using descriptive qualitative data analysis methods, where researchers performed data reduction, data presentation, and drawing conclusions based on the phenomena found in the field. The results of the study indicate that @perspectivefootball.id has consistently implemented the SOME model through scheduled sharing of unique content (Share), the use of educational narratives optimized with a carousel format (Optimize), structured research team coordination (Manage), and building two-way interactions through the comments column (Engage). Field findings revealed that this account has succeeded in building audience loyalty because it is able to present sports information that is not accessible to mainstream media. The conclusion of this study confirms that the integration of in-depth data research, consistent publication, and active engagement with the community is the main key for digital sports information media to remain relevant and credible. Although there are notes regarding the evaluation of the visual layout, overall the management of the @perspectivefootball.id account has successfully fulfilled its role as an informative public learning medium for football fans in Indonesia. Keywords: Instagram Management, Sports Information Media, SOME Theory, Content Management. Penelitian ini bertujuan untuk mendalami dan menganalisis strategi pengelolaan akun Instagram @perspectivefootball.id dalam menjalankan fungsinya sebagai media informasi olahraga alternatif di tengah pesatnya perkembangan komunikasi digital. Variabel utama yang diteliti dalam penelitian ini adalah manajemen media sosial yang dibedah melalui empat dimensi utama dalam teori SOME (Share, Optimize, Manage, Engage) yang dikemukakan oleh Regina Luttrell. Objek penelitian berfokus pada aktivitas digital akun @perspectivefootball.id, sementara subjek penelitian atau informan terdiri dari satu orang pengelola internal sebagai informan kunci dan tiga orang pengikut (followers) aktif sebagai informan pendukung untuk memvalidasi persepsi audiens. Teknik pengambilan data dilakukan melalui observasi partisipatif di platform Instagram, dokumentasi digital, serta wawancara mendalam (in-depth interview) untuk menggali motif dan strategi di balik setiap konten yang diproduksi. Data yang terkumpul kemudian dianalisis menggunakan metode analisis data kualitatif deskriptif, di mana peneliti melakukan reduksi data, penyajian data, dan penarikan kesimpulan berdasarkan fenomena yang ditemukan di lapangan. Hasil penelitian menunjukkan bahwa @perspectivefootball.id telah menerapkan model SOME secara konsisten melalui pembagian konten unik secara terjadwal (Share), penggunaan narasi edukatif yang dioptimasi dengan format carousel (Optimize), koordinasi tim riset yang terstruktur (Manage), serta pembangunan interaksi dua arah melalui kolom komentar (Engage). Temuan di lapangan mengungkap bahwa akun ini berhasil membangun loyalitas audiens karena mampu menyajikan informasi olahraga yang tidak terjangkau oleh media arus utama. Kesimpulan dari penelitian ini menegaskan bahwa integrasi antara riset data yang mendalam, konsistensi publikasi, dan keterlibatan aktif dengan komunitas merupakan kunci utama bagi media informasi olahraga digital untuk tetap relevan dan kredibel. Meskipun terdapat catatan terkait evaluasi tata letak visual, secara keseluruhan pengelolaan akun @perspectivefootball.id telah berhasil menjalankan perannya sebagai media pembelajaran publik yang informatif bagi para pencinta sepak bola di Indonesia. Kata Kunci: Pengelolaan Instagram, Media Informasi Olahraga, Teori SOME, Pengelolaan Konten.
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