PENGELOLAAN AKUN MEDIA SOSIAL INSTAGRAM @SAR_NASIONAL OLEH HUMAS BADAN NASIONAL PENCARIAN DAN PERTOLONGAN (BASARNAS) SEBAGAI MEDIA INFORMASI PUBLIK

PUTRI, NATASYA KUSUMA (2024) PENGELOLAAN AKUN MEDIA SOSIAL INSTAGRAM @SAR_NASIONAL OLEH HUMAS BADAN NASIONAL PENCARIAN DAN PERTOLONGAN (BASARNAS) SEBAGAI MEDIA INFORMASI PUBLIK. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Kemudahan dalam mencari informasi dengan menggunakan internet, menjadikan media sosial sebagai salah satu sumber informasi yang paling dekat dengan masyarakat. Pemanfaatan media sosial dalam lingkup instansi pemerintah akan berdampak positif terhadap peningkatan kualitas pelayanan publik. Tujuan dari penelitian ini untuk mengetahui pengelolaan akun media sosial Instagram @SAR_Nasional oleh humas Badan Nasional Pencarian dan Pertolongan (Basarnas) sebagai media informasi publik. Penelitian ini menggunakan paradigma post positivisme. Metode yang digunakan deskriptif analisis dengan pendekatan kualitatif. Pengumpulan data dilakukan dengan wawancara mendalam dan observasi partisipatif. Peneliti menggunakan konsep pengelolaan media sosial The Circular Model of SoMe oleh Regina Luttrell dalam menganalisis pengelolaan media sosial Instagram yang dilakukan oleh Humas Basarnas. Hasil penelitian menunjukan melalui tahap Share, pemilihan media sosial Instagram sebagai media informasi publik menjadi pilihan tepat karena sesuai dengan target sasaran Humas Basarnas yaitu generasi milenial dan gen-Z. Tahap Optimize, Humas Basarnas belum melaksanaan perencanaan yang terjadwal dalam pembuatan konten selain informasi yang bersifat berita. Tahap Manage, Humas Basarnas tidak melakukan media monitoring secara menyeluruh untuk mengetahui informasi yang dibutuhkan oleh publik. Pada tahap Engage, followers @SAR_Nasional tidak terlalu aktif untuk memberikan respon, ini membuat engagement rate rendah. Basarnas tidak memiliki brand influencer untuk mempengaruhi khalayaknya pada postingan yang dibagikan. Untuk mendukung publikasi di media sosial Instagram, Humas Basarnas memanfaatkan fitur di Instagram dan membuat konten yang diunggah memiliki ciri khas Basarnas The ease of finding information using the internet has made social media one of the sources of information closest to the community. By utilizing social media, the public will find it easier to get the latest information disseminated. To support this service, public relations practitioners or public relations (PR) carry out the role of cyber PR. The use of social media within the scope of government agencies will have a positive impact on improving the quality of public services. The purpose of this study is to determine the management of the Instagram @SAR_National social media account by the public relations of the National Search and Rescue Agency (Basarnas) as a public information medium. This research uses the post-positivism paradigm. The method used is descriptive analysis with a qualitative approach. Data collection was carried out by in-depth interviews and participatory observation. Researchers used the concept of social media management The Circular Model of SoMe by Regina Luttrell in analyzing Instagram social media management carried out by Basarnas Public Relations. The results showed that through the Share stage, the selection of Instagram social media as a public information medium was the right choice because it was in accordance with the target audience of Basarnas Public Relations, namely the millennial generation and gen-Z who have an interest in the humanitarian field. At the Optimize stage, Basarnas Public Relations has not carried out scheduled planning in creating content other than news. At the Manage stage, Basarnas Public Relations does not conduct thorough media monitoring to find out the information needed by the public. At the Engage stage, @SAR_National followers are not very active in responding, this makes the @SAR_National engagement rate low. This is not proportional to the number of followers @SAR_National which has reached 194 thousand. Basarnas does not have brand influencers to influence its audience on shared posts. To support publications on Instagram social media @SAR_National, Basarnas Public Relations utilizes features on Instagram and makes the uploaded content has the characteristics of Basarnas.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44217010175
Uncontrolled Keywords: Humas, Basarnas, Instagram, Pengelolaan media sosial, The Circular Model of SoMe Public relations, Basarnas, Instagram, Media social managemet, The Circular Model of SoMe
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: WIDYA AYU PUSPITA NINGRUM
Date Deposited: 03 Feb 2024 06:11
Last Modified: 03 Feb 2024 06:11
URI: http://repository.mercubuana.ac.id/id/eprint/85803

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