AZMI, MUHAMMAD NASHWAN (2024) OPTIMALISASI PENGELOLAAN MEDIA SOSIAL DALAM MENINGKATKAN ENGAGEMENT PADA AKUN INSTAGRAM UMKM EATKUY_IN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Information and communication technology can be done in real time and can be accessed by everyone via the internet. This also has an influence on MSME business actors who can conduct transactions online. Social Media is one of the most widely used media by business people because Instagram has many features that can provide exposure for the business. One of the MSMEs that has social media but has not been well managed is Eatkuy In. Therefore, Eatkuy MSMEs need a Social Media Specialist. In the implementation of this activity, the facilitator as a Social Media Specialist uses a mentoring method for Eatkuy In MSMEs. Assistants who will make content scheduling and manage social media and provide insight to Eatkuy In regarding matters covering Instagram social media management in order to broaden insights for business people and increase Instagram engagement. Assistance uses the concept issued by Regina Lutrell in a book entitled The Circular Model of Some which consists of Share, Optimize, Manage, and Engage which aims to facilitate interaction through social media. The results obtained by the facilitators and the TAPN Team in the 8-month period, Instagram @eatkuy_in gained 97 new Followers and the content distributed was also well scheduled. In addition, during the assistance, Instagram @eatkuy_in managed to get the highest engagement of 195.7% with the calculation of the engagement rate post in October during the management period. Kemajuan teknologi telah memberikan perubahan berinteraksi. Teknologi informasi dan komunikasi dapat dilakukan secara real time serta bisa diakses oleh semua orang melalui internet. Hal ini juga memberikan pengaruh bagi pelaku bisnis UMKM bisa melakukan transaksi secara online. Social Media menjadi salah media yang paling banyak digunakan oleh pelaku usaha karena Instagram memiliki banyak fitur yang dapat memberikan exposure untuk usaha tersebut. Salah satu UMKM yang memiliki media sosial namun belum terkelola dengan baik yaitu Eatkuy In. Oleh karna itu, UMKM Eatkuy membutuhkan Social Media Specialist. Pada pelaksanaan kegiatan ini, pendamping sebagai Social Media Specialist menggunakan metode pendampingan kepada UMKM Eatkuy In. Pendamping yang akan membuat penjadwalan konten dan mengelola media sosial serta memberikan insight kepada Eatkuy In terkait hal yang mencakup pengelolaan media sosial Instagram supaya memperluas wawasan serta dapat meningkatkan Engagement Instagramnya. Pendamping menggunakan konsep yang dikeluarkan oleh Regina Lutrell pada buku yang berjudul The Circullar Model of Some yang terdiri atas Share (sebar), Optimize (optimalisasi), Manage (Mengatur), dan Engage (Melibatkan) yang bertujuan untuk memudahkan dalam berinteraksi melalui media sosial. Hasil yang didapat oleh pendamping dan Tim TAPN dalam priode 8 bulan, Instagram @eatkuy_in mendapakan 97 Followers baru dan konten yang disebarkan juga terjadwal dengan baik. Selain itu, selama pendampingan Instagram @eatkuy_in berhasil mendapatkan Engagement tertinggi yaitu 195,7% dengan perhitungan engagement rate post pada bulan oktober di masa pengelolaan.
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