NADHIF, AZARINE CALISTA (2024) MODEL SOCIAL MEDIA ENGAGEMENT DALAM MENGELOLA INTERAKTIVITAS AUDIENS INSTAGRAM @kumparancom. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
As one of the largest online news portals in the country, Kumparan created a company strategy to be able to compete in the midst of tight online news portals in Indonesia. One of them is by managing interactivity on social media, especially on Instagram @kumparancom, because the more audiences are involved with Kumparan content, the visibility of Kumparan.com articles will increase and the goal of Kumparan as the leading digital news media in Indonesia can be achieved. Therefore, Kumparan prioritizes good engagement with the audience through interactivity. The research aims to determine the Social Media Engagement Model in managing the interactivity of the @kumparancom Instagram audience. The main concept used in this research is the Social Media Engagement Model from McCay-Peet and Quan-Haas. Also, The Circular Model Of Some from Regina Lutrell which consists of 4 stages, namely share, optimize, manage and engage. This study used descriptive qualitative method. Primary data was obtained through in-depth interviews. The research results show that at the self-presentation stage, Kumparan has utilized profiles through logos and shared various types of content. In action and participation, Instagram features are used to display trending issues. Uses and gratifications are also in line with the audience's need to get the latest information. In the positive experience stage the coil provides a new experience, through an emotional appeal in the form of engaging content. On usage and activity, coil has shown an audience ranking of 18,590. The final stage is the social context, the Instagram @kumparancom audience from students and workers has the same goal of getting news through illustrations and video reels. The research results also show that at the share stage, Kumparan targets Gen Millennials and Z. In the optimization stage, Kumparan carries out content reporting and utilizes Instagram features to share news. In the managing stage, Kumparan checks content patterns, responds to the audience according to Kumparan KPAI and has a posting schedule. The final stage is engagement, Kumparan uses internal influencers, namely content creators, to package interesting, creative and light and kumparan also creates strategies to interact with its audience. Keywords: New Media, Social Media, Social Media Engagement, AudiencenInteractivit Sebagai salah satu portal berita online yang besar di tanah air, kumparan menciptakan strategi perusahaan agar mampu bersaing di tengah ketatnya portal berita online di Indonesia. Salah satunya dengan mengelola interaktivitas di social media, khususnya di Instagram @kumparancom, karena semakin banyak audiens yang engage dengan konten kumparan maka visibility dari artikel kumparan.com akan semakin bertambah dan tujuan dari kumparan sebagai Indonesia’s leading digital news media dapat tercapai. Oleh karena itu, kumparan memprioritaskan engangement yang baik dengan audiens melalui interaktivitas. Penelitian bertujuan untuk mengetahui Model Social Media Engagement dalam mengelola interaktivitas audiens Instagram @kumparancom. Konsep utama yang digunakan dalam penelitian ini adalah Model Social Media Engagement dari McCay-Peet dan Quan-Haas. Serta, The Cilcular Model Of Some dari Regina Lutrell yang terdiri dari 4 tahap yaitu share, optimize, manage dan engange. Penelitian ini menggunakan metode kualitatif deskriptif. Data primer diperoleh melalui wawancara mendalam. Hasil penelitian menunjukan pada tahap presentation of self, kumparan telah memanfaatkan profile melalui logo dan membagikan jenis konten yang beragam. Pada action and participation, fitur Instagram dimanfaatkan untuk menampilkan trending issue. Uses and gratifications juga sejalan dengan kebutuhan audiens untuk mendapatkan informasi terkini. Pada tahap positive experience kumparan memberikan pengalaman baru, melalui emotional appeal dalam bentuk konten engage. Pada usage dan activity, kumparan telah menunjukan peringkat audiens ke - 18.590. Tahap terakhir yaitu social context, audiens Instagram @kumparancom dari kalangan mahasiswa dan pekerja mempunyai tujuan yang selaras untuk mendapatkan berita melalui ilustrasi dan video reels. Hasil penelitian juga menunjukan pada tahap share, kumparan menargetkan Gen Millenial dan Z. Tahap optimize kumparan melakukan reported content dan memanfaatkan fitur Instagram dalam membagikan berita. Tahap manage, kumparan melakukan pengecekan content patter, merespon audiens sesuai dengan KPAI kumparan dan mempunyai jadwal posting. Tahap terakhir yaitu engange, kumparan menggunakan influencer internal yaitu content creator untuk mengemas berita secara menarik, kreatif dan ringan serta kumparan juga membuat strategi untuk berinteraksi dengan audiensnya. Kata Kunci : Media Baru, Social Media, Social Media Engagement, Interaktivitas Audiens.
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