PENGELOLAAN MEDIA SOSIAL INSTAGRAM @PEMKOTBOGOR SEBAGAI MEDIA PUBLIKASI DALAM MENANGANI PANDEMIK COVID-19 (PERIODE MARET 2020 – APRIL 2020)

ARDIANI, SHARA (2021) PENGELOLAAN MEDIA SOSIAL INSTAGRAM @PEMKOTBOGOR SEBAGAI MEDIA PUBLIKASI DALAM MENANGANI PANDEMIK COVID-19 (PERIODE MARET 2020 – APRIL 2020). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penyebaran Virus Corona membuat kekhawatiran di masyarakat. Informasi valid dari pemerintah diperlukan agar masyarakat tidak berspekulasi, dan berburuk sangka. Keterbukaan pemerintah akan menimbulkan rasa aman, nyaman dan mengatasi ketidaktahuan masyarakat. Humas Pemerintah memiliki tanggung jawab untuk dapat menjadi penghubung antar lembaga pemerintah, lembaga pemerintah dengan media dan masyarakat. Dalam perannya sebagai jembatan penghubung ini, Humas Pemerintah Kota Bogor melakukan publikasi melalui media sosial Instagram @pemkotbogor. Penelitian ini bertujuan untuk mendapat gambaran tentang pengelolaan media sosial Instagram @pemkotbogor sebagai media publikasi dalam menangani pandemik Covid-19 Periode Maret 2020-April 2020. Penelitian ini menggunakan pendekatan kualitatif. Peradigma yang digunakan adalah post- positivisme dengan metode penelitian deskriptif kualitatif. Teknik pengumpulan data menggunakan teknik wawancara mendalam dan studi dokumentasi. Wawancara dilakukan terhadap 3 informan yang merupakan Pengelola Media Sosial @pemkotbogor. Kepala Sub Dokumentasi Pimpinan, dan followers akun Instagram @pemkotbogor Hasil penelitian ini menjelaskan tahapan-tahapan pengelolaan media sosial Instagram @pemkotbogor berdasarkan teori Pengelolaan Public Relation Menurut Scott M Cutlip dan Circular Model of SoMe for Social Communications oleh Luttrel Peneliti menyimpulkan bahwa Pengelolaan Media Sosial Instagram @pemkotbogor sudah sesuai dengan Tahapan-tahapan yang ada di Teori Pengelolaan Media Public yaitu factfinding, Perencanaan, Berkomunikasi, serta Evaluasi. Selain itu juga sudah sesuai dengan The Circular Model of Some yang terdiri dari Share, Optimize, Manage, dan Engage. Namun ada beberapa hal yang belum dilakukan secara maksimal yaitu Kegiatan listen and learn pada tahap Perencanaan belum menggunakan tools sosial mention, pada tahap Berkomunikasi @pemkotbogor tidak melakukan quick respon karena tidak menggunakan dasbor media sosial, tahap akhir yaitu Evaluasi @pemkotbogor tidak memiliki brand influencer The spread of the Corona Virus creates concern in the public. Valid information from the government is needed so that the public does not speculate and prejudice. The openness of the government will create a sense of security, comfort and overcome people's ignorance. Government Public Relations has the responsibility to be a liaison between government, government with the media and public. In its role, the Public Relations of the Bogor City Government has published through social media Instagram @pemkotbogor. This study aims to get an overview of the Management of Social Media of Instagram @pemkotbogor as Publication Media in Handling the Covid-19 Pandemic from the Period March 2020-April 2020. This research uses a qualitative approach. The paradigm used is post-positivism with a qualitative descriptive research method. Data collection techniques using in-depth interviews and documentation studies. Interviews were conducted with 3 informants who are the administrators of Social Media @pemkotbogor, Head of the Leadership Documentation division, and followers of the @pemkotbogor. The results of this study explain the stages of social media management Instagram @pemkotbogor based on the theory of Public Relations Management According to Scott M Cutlip and the Circular Model of SoMe for Social Communications by Luttrel. The researcher concluded that the management of Instagram @pemkotbogor Social Media was in accordance with the stages in Public Media Management Theory, namely factfinding, planning, communication, and evaluation. Besides that, it is also in accordance with The Circular Model of Some which consists of Share, Optimize, Manage, and Engage. However, there are some things that have not been done optimally, namely the listen and learn activity at the Planning stage, not using social mention tools, at the Communicating stage @pemkotbogor does not do a quick response because it does not use a social media dashboard, the final stage is Evaluation @pemkotbogor does not have a brand influencer Keywords: Public Relations, Covid19, PR Management, Social Media, Instagram, Government Public Relations, Bogor City Government

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