"PENGELOLAAN AKUN INSTAGRAM @UNIV_MERCUBUANA DALAM MEMBERIKAN INFORMASI BAGI STAKEHOLDER UNIVERSITAS MERCU BUANA"

RAMADHANI, TIARA (2021) "PENGELOLAAN AKUN INSTAGRAM @UNIV_MERCUBUANA DALAM MEMBERIKAN INFORMASI BAGI STAKEHOLDER UNIVERSITAS MERCU BUANA". S1 thesis, Universitas Mercu Buana.

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Abstract

In providing information to stakeholders, Mercu Buana University Public Relations uses Instagram as a medium, by creating an Instagram account @univ_mercubuana and in its management, Mercu Buana University Public Relations gets an award as the Top 5 Best and Most Productive Public Relations, given by LLDIKTI Region III, so researchers are interested in how the management is carried out. Public Relations of Mercu Buana was conducted, so that the focus of this study was to find out how to manage Instagram @univ_mercubuana social media. The theory used in this study is Regina Lutrel's theory regarding aspects of social media management, how to manage social media through the stages of sharing, optimizing, managing, and engaging. And the planning theory of Cutlip and the theory of Digital PR according to Bob Julius Onggo. This research uses post-positivism paradigm with descriptive – qualitative method. The research subject is Admin who manages the @univ_mercubuana Instagram account as key informants and three Mercu Buana University students as informants. Data collection techniques through in-depth interviews, observation and literature study. The results of this study, management planning by maintaining the path between the organization and the public, concerning communication activities, and conducting cooperation involving all public relations staff. Instagram @univ_mercubuana social media management disseminates information by knowing who the target audience is or who the stakeholders are, knowing the scope of the targeted area and knowing what type of information you want to convey, the @univ_mercubuana Instagram account manager also provides integrated information about the university for its stakeholders. @univ_mercubuana Instagram account manager also use the features available in Instagram. Instagram account manager @univ_mercubuana manages Instagram account @univ_mercubuana well. Instagram account manager @univ_mercubuana takes action on what they have shared. And build interactions with stakeholders, namely students by managing engagement strategies and getting reciprocal responses from students too Keywords: Management, Social Media, Public Relations, Instagram, Stakeholders

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