Strategi social media specialist dalam pembuatan dan pengelolaan konten instagram @perumdatranspakuan

Abstrak

Abstract

Instagram's growing role in public communication (106 million active users in Indonesia/We Are

Social 2023) demands effective content management strategies for public transportation services like Perumda Transpakuan in Bogor City. This study analyzes social media specialists' strategies in creating and managing Instagram content @perumdatranspakuan as public communication for transportation services. A descriptive qualitative approach explores content planning, production, distribution, and evaluation processes. Data were collected through in-depth interviews with the social media specialist team and direct observation of Transpakuan Instagram content management practices. Findings reveal content strategies encompassing trend research, audience needs analysis, idea development through brainstorming, storyboard creation, and publication scheduling using monthly content planners. IPB internship students play significant roles in content innovation and posting consistency. Success is measured via engagement, reach, impressions, and follower growth through Instagram Insights analysis. Challenges including limited production time, documentation equipment, and cross-division coordination are addressed through collaboration and regular evaluations. Overall, Transpakuan's Instagram strategy effectively enhances public communication quality, strengthens corporate image, and fosters responsive community relationships. These findings serve as references for developing digital communication strategies in public service sectors.

Keywords:  Content planning; digital strategy; instagram; public communication; social media specialist.

Abstrak

Peningkatan penggunaan Instagram sebagai media komunikasi publik (106 juta pengguna aktif di Indonesia/We Are Social 2023) menuntut strategi pengelolaan konten efektif oleh layanan transportasi publik seperti Perumda Transpakuan Kota Bogor. Penelitian ini bertujuan menganalisis strategi social media specialist dalam pembuatan dan pengelolaan konten Instagram @perumdatranspakuan sebagai komunikasi publik layanan transportasi. Pendekatan kualitatif deskriptif digunakan untuk menggali proses perencanaan, produksi, distribusi, dan evaluasi konten digital. Data diperoleh melalui wawancara mendalam dengan tim social media specialist serta observasi praktik pengelolaan konten Instagram Transpakuan. Hasil menunjukkan strategi pengelolaan konten meliputi riset tren, analisis kebutuhan audiens, pengembangan ide melalui brainstorming, penyusunan storyboard, dan perencanaan unggahan menggunakan content planner bulanan. Mahasiswa PKL IPB berperan signifikan dalam inovasi konten dan konsistensi publikasi. Keberhasilan diukur melalui indikator engagement, reach, impressions, dan pertumbuhan followers menggunakan Instagram Insights. Tantangan seperti keterbatasan waktu produksi, peralatan dokumentasi, dan koordinasi lintas divisi diatasi melalui kolaborasi dan evaluasi rutin. Secara keseluruhan, strategi ini efektif meningkatkan kualitas komunikasi publik, memperkuat citra perusahaan, dan membangun hubungan responsif dengan masyarakat. Temuan penelitian menjadi referensi pengembangan strategi komunikasi digital sektor pelayanan publik.

Kata-kata kunci: Content planner; instagram; komunikasi publik; social media specialist; strategi digital.