ALFATTAH, MUHAMMAD BASHIR (2024) Strategi Engagement BPJS Ketenagakerjaan dalam Media Sosial Instagram (Kasus Bantuan Subsidi Upah Periode 2021-2022). S2 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Komunikasi yang menarik perhatian dan melibatkan khalayaknya di media sosial sangat penting bagi BPJS Ketenagakerjaan, terutama dalam implementasi program Bantuan Subsidi Upah (BSU). Penelitian ini bertujuan untuk menganalisis Strategi Engagement BPJS Ketenagakerjaan dalam Media Sosial Instagram pada Kasus Bantuan Subsidi Upah Periode 2021-2022, mengingat jumlah pengikut yang tinggi di platform tersebut dibandingkan dengan media sosial BPJS Ketenagakerjaan lainnya. Penggunaan teori keterlibatan bertingkat yang meninjau keterlibatan sosial dan individual, penelitian ini memberikan masukan dan evaluasi bagi strategi komunikasi, khususnya pada media sosial Instagram BPJS Ketenagakerjaan, serta menekankan pentingnya media sosial bagi lembaga publik seperti BPJS Ketenagakerjaan. Strategi komunikasi yang tepat, dengan pesan relevan dan saluran efektif, dapat meningkatkan atensi dengan menarik minat dan memudahkan pemahaman audiens. Metode penelitian yang digunakan adalah kualitatif deskriptif, dengan pengumpulan data melalui wawancara terhadap 7 informan, terdiri dari 2 manajerial dan 5 pengikut akun Instagram @bpjs.ketenagakerjaan. Hasil penelitian menunjukkan bahwa, (1) atribut engagement media sosial Instagram @bpjs.ketenagakerjaan dalam kasus Bantuan Subsidi Upah periode 2021-2022 meliputi kejelasan informasi, interaksi responsif, kreativitas konten, transparansi, dan kemampuan untuk menginspirasi; (2) individual level engagement media sosial Instagram @bpjs.ketenagakerjaan menunjukkan variasi respons individu, dari yang merasa konten informatif hingga kurang terlibat secara emosional, dengan beberapa yang merespons dengan tindakan konkret; (3) social level engagement media sosial Instagram @bpjs.ketenagakerjaan di kasus Bantuan Subsidi Upah periode 2021-2022 terbukti berhasil meningkatkan kesadaran masyarakat dengan pendekatan responsif dan proaktif, menciptakan interaksi positif antara BPJS Ketenagakerjaan dan masyarakat. Saran penelitian dalam meningkatkan efektivitas pengembangan media sosial BPJS Ketenagakerjaan adalah melakukan audit konten di platform seperti Instagram dengan analisis kinerja menggunakan fitur seperti Instagram Insights, serta studi komparatif dan survei untuk memahami persepsi pengguna. Selain itu, penting untuk merancang strategi konten yang bervariasi dan mengukur ROI menggunakan alat analitik guna membuat penyesuaian yang diperlukan dan mencapai tujuan komunikasi yang lebih baik. Engaging and capturing the attention of the audience on social media is crucial for BPJS Ketenagakerjaan, especially in the implementation of the Wage Subsidy Assistance (BSU) program. This study aims to analyze BPJS Ketenagakerjaan's Social Media Engagement Strategy on Instagram in the case of the Wage Subsidy Assistance Program for the 2021-2022 period, considering the high number of followers on this platform compared to other BPJS Ketenagakerjaan social media channels. Utilizing the layered engagement theory that examines social and individual engagement, this research provides insights and evaluations for communication strategies, particularly on BPJS Ketenagakerjaan's Instagram, and highlights the importance of social media for public institutions like BPJS Ketenagakerjaan. Effective communication strategies, with relevant messages and efficient channels, can increase attention by attracting interest and facilitating audience understanding. The research method used is descriptive qualitative, with data collection conducted through interviews with seven informants, including two managerial staff and five followers of the Instagram account @bpjs.ketenagakerjaan. The research findings indicate that (1) the engagement attributes of BPJS Ketenagakerjaan's Instagram in the Wage Subsidy Assistance case for the 2021-2022 period include clarity of information, responsive interaction, content creativity, transparency, and the ability to inspire; (2) individual level engagement on BPJS Ketenagakerjaan's Instagram shows varying individual responses, ranging from finding the content informative to being less emotionally involved, with some responding with concrete actions; (3) social level engagement on BPJS Ketenagakerjaan's Instagram in the Wage Subsidy Assistance case for the 2021-2022 period proved successful in raising public awareness through a responsive and proactive approach, creating positive interactions between BPJS Ketenagakerjaan and the public. Recommendations for improving the effectiveness of BPJS Ketenagakerjaan's social media development include conducting content audits on platforms like Instagram using performance analysis tools such as Instagram Insights, as well as comparative studies and surveys to understand user perceptions. Additionally, it is important to design varied content strategies and measure ROI using analytical tools to make necessary adjustments and achieve better communication goals.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55221120042 |
| Uncontrolled Keywords: | Komunikasi Korporat, Engagement Media Sosial, Strategi Komunikasi, Media Sosial Instagram, Bantuan Subsidi Upah Corporate Communication, Social Media Engagement, Communication Strategies, Instagram Social Media, Wage Subsidy Assistance |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ANISA DESI SAFITRI |
| Date Deposited: | 28 Aug 2024 02:44 |
| Last Modified: | 28 Aug 2024 02:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90795 |
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