PENGELOLAAN KONTEN SETNEG REAL PADA MEDIA SOSIAL INSTAGRAM KEMENTERIAN SEKRETARIAT NEGARA SEBAGAI SARANA INFORMASI GENERASI MUDA

KUSPRIHANDIKA, AGIE (2023) PENGELOLAAN KONTEN SETNEG REAL PADA MEDIA SOSIAL INSTAGRAM KEMENTERIAN SEKRETARIAT NEGARA SEBAGAI SARANA INFORMASI GENERASI MUDA. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Kementerian Sekretariat Negara merupakan salah satu Lembaga Pemerintah yang berkedudukan serta bertanggungjawab langsung, memberikan dukungan teknis, administrasi, dan analisis kepada Presiden dan Wakil Presiden. Salah satu unit kerjanya adalah Biro Hubungan Masyarakat. Hubungan Masyarakat memanfaatkan platform media sosial Instagram untuk memudahkan dalam penyampaian konten yang up-to-date dan variatif terkait dengan program pemerintah, capaian pemerintah, informasi trend positif, dan lainnya yang perlu diserbarluaskan kepada masyarakat, terutama generasi muda. Setneg Real adalah sebuah konten edukatif yang menyasar generasi muda dan disajikan secara modern dan mengikuti perkembangan tren dalam memberikan informasi banyak hal, termasuk kegiatan stakeholder, program pemerintah, dan informasi terkini. Penelitian ini bertujuan untuk mengetahui pengelolaan konten Setneg Real pada media sosial Instagram Kementerian Sekretariat Negara sebagai sarana informasi generasi muda. Konsep dalam penelitian ini menggunakan komponen medial sosial 4C oleh Chris Heuer dan penerapan model The Circular Model of Some for Social Communication oleh Regina Luttrel dengan paradigma postpostivisme dan metode penelitian kualitatif deskriptif melalui kegiatan observasi dan wawancara secara langsung. Hasil penelitian menunjukkan bahwa pengelolaan konten Setneg Real cukup efektif sebagai sarana informasi generasi muda dengan banyak engagement pada media sosial Instagram. Namun perlu membangun komponen collaboration dan connection serta unsur Quick Response dalam menangani engagement yang terjadi pada konten Setneg Real. Selain itu, pembaruan konten dalam visualisasi dan keragaman konten membantu meningkatkan ketertarikan generasi muda. Kata Kunci: Komunikasi Pemasaran Digital, Media Sosial, Instagram, Media Sosial 4C, The Circular Model of Some for Social Communication The Ministry of State Secretariat is one of the Government Institutions that is domiciled and directly responsible, providing technical, administrative, and analytical support to the President and Vice President. One of its work units is the Public Relations Bureau. Public Relations utilizes the Instagram social media platform to facilitate the delivery of up-to-date and varied content related to government programs, government achievements, positive trend information, and others that need to be disseminated to the public, especially the younger generation. Setneg Real is an educational content that targets the younger generation and is presented in a modern and trend-setting manner in providing information on many things, including stakeholder activities, government programs, and the latest information. This study aims to determine the management of Setneg Real content on the Ministry of State Secretariat's Instagram social media as a means of information for the younger generation. The concept in this study uses the 4C social media components by Chris Heuer and the application of The Circular Model of Some for Social Communication by Regina Luttrel with a postpostivism paradigm and descriptive qualitative research methods through direct observation and interviews. The results showed that Setneg Real content management is quite effective as a means of information for the younger generation with a lot of engagement on Instagram social media. However, it is necessary to build collaboration and connection components as well as Quick Response elements in handling engagement that occurs on Setneg Real content. In addition, content updates in visualization and content diversity help increase the interest of the younger generation. Keywords: Digital Marketing Communication, Social Media, Instagram, Social Media 4C, The Circular Model of Some for Social Communication

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