NAJIYAH, SHOFIYAH (2021) PENGELOLAAN MEDIA SOSIAL INSTRAGAM @FORSADQM DALAM MEMENUHI KEBUTUHAN INFORMASI ALUMNI SMAIT DARUL QUR'AN (studi kasus : instragam forsad periode april 2018-juli 2019). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.
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Abstract
Incomplete and actual information published on social media will have an impact on the effectiveness of social media management. FORSAD (Darul Qur’an Mulia High School Alumni Gathering Forum) has an official Instagram account that functions as alumni information media expected to be able to meet alumni information needs. This study aims to determine and describe the management of Instagram @forsadqm social media in meeting the information needs of Darul Qur’an Alumni. This study uses mass communication theory that uses and gratifications as well as media use motives that contain information, identity, integration and social interaction and entertainment; digital public relations; social media; content marketing and alumni relations. This study uses a case study research method with a descriptive qualitative research type by conducting in-depth interviews with informants. The resource persons in this study were the management of the FORSAD Public Relations Department and each head of the SMAIT Darul Qur’an. The results of this study based on the motives of using media from providing information, content that encourages identity enhancement, builds interaction, and entertains the public. In this study found other indicators in the management of social media such as the appearance of media, posting time and the use of language styles that are adjusted. This research concludes that the FORSAD Public Relations Department has the role of publishing informative content, educating and entertaining, giving an attractive Instagram appearance, language style that is easy to understand, maintaining posting instensity and maximizing instagram profiles supporting public information needs. This was done to meet the information needs of alumni through Instagram. Because basically PR serves to regulate the flow of public information and serve the desires and needs of the public. Keywords: Social Media Management, Instagram, Public Information Needs. Kurang lengkap dan aktualnya suatu informasi yang dipublikasikan di media sosial akan memberikan dampak pada efektivitas pengelolaan media sosial. FORSAD (Forum Silaturahmi Alumni SMAIT Darul Qur’an Mulia) mempunyai akun official instagram yang berfungsi sebagai media informasi alumni diharapkan mampu memenuhi kebutuhan informasi alumni. Penelitian ini bertujuan mengetahui dan menggambarkan pengelolaan media sosial Instagram @forsadqm dalam memenuhi kebutuhan informasi Alumni SMAIT Darul Qur’an. Penelitian ini menggunakan teori komunikasi masa yang meliputi uses and gratification dan motif penggunaan media yang meliputi informasi, identitas, integrasi dan interaksi sosial dan hiburan; digital public relations; media sosial; content marketing dan alumni relations. Penelitian ini menggunakan metode penelitian studi kasus dengan tipe penelitian deskriptif kualitatif dengan melakukan wawancara mendalam kepada narasumber. Narasumber dalam penelitian ini adalah pengurus Departemen Humas FORSAD dan masing-masing ketua angkatan SMAIT Darul Qur’an. Hasil penelitian ini membahas mengenai pengelolaan instagram FORSAD berdasarkan motif penggunaan media dari pemberian informasinya, konten yang mendorong peneguhan identitas, membangun interaksi, serta menghibur publik. Dalam penelitian ini ditemukan indikator lain seperti tampilan media, waktu posting dan penggunaan gaya bahasa yang disesuaikan. Penelitian ini menyimpulkan bahwa Departemen Humas FORSAD berperan mempublikasikan konten informatif, mengedukasi dan menghibur, memberikan tampilan instagram yang menarik, gaya bahasa yang mudah dimengerti, menjaga instensitas postingan dan memaksimalkan profil instagram menunjang kebutuhan informasi publik. Hal tersebut dilakukan guna memenuhi kebutuhan informasi alumni melalui instagram. Sebab pada dasarnya humas berfungsi untuk mengatur arusinformasi publik dan melayani keinginan serta kebutuhan publiknya. Kata Kunci: Pengelolaan Media Sosial, Instagram, Kebutuhan Informasi Publik
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