MUCHAROMAH, VIRLY (2025) PENGELOLAAN MEDIA SOSIAL INSTAGRAM @MINING.INDONESIA DALAM MEMBANGUN AWARENESS EVENT MINING EXPO 2024. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (621kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (453kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (200kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (49kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (123kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (159kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (727kB) |
Abstract
The rise of digital media has transformed event promotion strategies, with social media becoming a primary channel for reaching audiences and building awareness. This study examines the management of the Instagram account @mining.indonesia as part of the promotion for Mining Expo 2024, focusing on how social media is utilized to cultivate audience awareness of the event. The analytical framework applies digital marketing concepts, new media theory, and Luttrell’s (2015) SOME model (Share, Optimize, Manage, Engage). This model was chosen as it provides a comprehensive perspective on social media management, from content distribution to audience interaction. This research employs a descriptive qualitative method under a constructivist paradigm. Data were collected through in-depth interviews with three informants: the social media admin of @mining.indonesia, an exhibitor, and a follower of the account. Findings indicate that the account is managed in a structured manner through content planning, insight-based optimization, cross-team coordination, and the use of interactive features. The account functions not only as an information channel but also as a space for meaning-making, enabling audiences to recognize, understand, and feel connected to Mining Expo 2024. Keywords: Social Media, Instagram, SOME Model, Awareness, Digital Marketing, Mining Expo Perkembangan media digital telah mengubah strategi promosi event, di mana media sosial menjadi kanal utama dalam menjangkau audiens dan membangun awareness. Penelitian ini mengkaji pengelolaan akun Instagram @mining.indonesia sebagai bagian dari promosi Mining Expo 2024, dengan fokus pada bagaimana media sosial dimanfaatkan untuk menanamkan kesadaran audiens terhadap acara tersebut. Kerangka analisis penelitian menggunakan konsep digital marketing, teori media baru, serta model SOME (Share, Optimize, Manage, Engage) dari Luttrell (2015). Model ini dipilih karena mampu menjelaskan praktik pengelolaan media sosial secara menyeluruh, mulai dari distribusi konten hingga interaksi dengan audiens. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan paradigma konstruktivisme. Data diperoleh melalui wawancara mendalam dengan tiga informan, yaitu admin media sosial @mining.indonesia, seorang exhibitor, dan seorang pengikut akun. Hasil penelitian menunjukkan bahwa pengelolaan akun dilakukan secara terstruktur melalui perencanaan konten, optimalisasi berbasis insight, koordinasi lintas tim, serta pemanfaatan fitur interaktif. Pengelolaan ini berperan bukan hanya sebagai kanal distribusi informasi, tetapi juga sebagai ruang konstruksi makna yang memungkinkan audiens mengenal, memahami, dan merasa terhubung dengan Mining Expo 2024. Kata Kunci: Media Sosial, Instagram, SOME Model, Awareness, Digital Marketing, Mining Expo
Actions (login required)
 |
View Item |
