Strategi konten instagram dalam publikasi program csr melalui content planning dan engagement audiens

Abstrak

Abstract

This study aims to describe the content planning strategy implemented in managing the

Instagram account @3rodaedugreenpark as a publication medium for the Corporate Social Responsibility (CSR) program of PT Indocement Tunggal Prakarsa Tbk, as well as to analyze its relationship with audience engagement levels. The background of the study stems from the problem of incidental and unstructured content management, resulting in information about the P4M program (Center for Research, Training, and Community Empowerment) at 3 Roda Edugreen Park not being communicated effectively. The study employs a descriptive qualitative approach with data collection methods consisting of observation, active participation, interviews, documentation, and literature review conducted over a four-month internship at the CSR Division of PT Indocement. Data analysis follows the Miles and Huberman model. The theoretical frameworks used are Audience Engagement Theory and Content Marketing Theory. The findings indicate that the implementation of content planning through three content pillars-informational, educational, and entertainment-accompanied by a content calendar and a posting schedule of twice per week, resulted in increased engagement. Average views rose from 430 to more than 2,900 per content, while average shares increased from 1.7 to 6.75 per content. Informational reels achieved the highest engagement with 3,875 views and 9 shares, while combined informational and entertainment content produced the most evenly distributed engagement. This study demonstrates that a structured content planning strategy is capable of bridging the gap between the high social value of CSR programs and the low level of audience engagement on social media.

Keywords: audience engagement; content planning; corporate social media ; csr; instagram

Abstrak

Penelitian ini bertujuan untuk mendeskripsikan strategi content planning yang diterapkan dalam pengelolaan akun Instagram @3rodaedugreenpark sebagai media publikasi program Corporate Social Responsibility (CSR) PT Indocement Tunggal Prakarsa Tbk, serta menganalisis hubungannya dengan tingkat keterlibatan audiens. Latar belakang penelitian berangkat dari permasalahan pengelolaan konten yang bersifat insidental dan tidak terstruktur, sehingga informasi program P4M (Pusat Penelitian, Pelatihan, dan Pemberdayaan Masyarakat) di 3 Roda Edugreen Park belum tersampaikan secara efektif. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode pengumpulan data berupa observasi, partisipasi aktif, wawancara, dokumentasi, dan studi literatur selama kegiatan magang empat bulan di Divisi CSR PT Indocement. Analisis data mengikuti model Miles dan Huberman. Landasan teoritis yang digunakan adalah Audience Engagement Theory dan Content Marketing Theory. Hasil penelitian menunjukkan bahwa penerapan content planning melalui tiga content pillar yaitu informasi, edukasi, dan entertain, disertai kalender konten dan jadwal posting dua kali per minggu, menghasilkan peningkatan engagement. Views rata-rata meningkat dari 430 menjadi lebih dari 2.900 per konten, sementara shares rata-rata meningkat dari 1,7 menjadi 6,75 per konten. Konten reels berformat informasi memperoleh engagement tertinggi dengan 3.875 views dan 9 shares, sementara konten gabungan informasi dan entertain menghasilkan distribusi engagement paling merata. Penelitian ini membuktikan bahwa strategi content planning yang terstruktur mampu menjembatani gap antara potensi program CSR yang bernilai sosial tinggi dengan rendahnya keterlibatan audiens di media sosial.

Kata-kata Kunci: Content planning; CSR; instagram; media sosial korporat; keterlibatan audiens