PENYELENGGARAAN KOMUNIKASI PEMASARAN PENGELOLAAN MEDIA SOSIAL INSTAGRAM Studi Kasus Pengelolaan Akun @dino_nightrun Berdasarkan Circular Model of SOME

Social media has become one of the key channels in digital marketing communication strategies, particularly in promoting events. This study aims to analyze the management strategy of the Instagram account @dino_nightrun as a marketing communication medium to support the promotion of the Dino Night Run Season 2 night run event. The research adopts marketing communication theory, the promotion mix, and the Circular Model of SOME (Share, Optimize, Manage, Engage) developed by Luttrell.

This study employs a qualitative method with a descriptive case study approach. Data collection techniques include in-depth interviews with two key informants, observation of the Instagram account’s activities, content documentation, and content analysis of the posts. Data were analyzed using the Miles & Huberman model, consisting of data reduction, data display, and conclusion drawing.

The results indicate that the @dino_nightrun Instagram account was strategically managed according to the stages of the SOME model. The Share stage featured consistent informative and visual content; the Optimize stage was carried out through insights evaluation and content adjustments; the Manage stage highlighted team role distribution and structured content planning; and the Engage stage emphasized active interaction with the audience. This strategy had a positive impact on increasing the engagement rate and audience participation in the event.