MANAJEMEN MEDIA SOSIAL DALAM PELESTARIAN BUDAYA LOKAL ( STUDI PADA INSTAGRAM @situspatirtaanngawonggo )

In today's modern era, the public can easily find, search, give, and receive information through social media. This study aims to determine the use of the Instagram account @situspatirtaanngawonggo in today's era of rapid and widespread information dissemination. Kaplan and Haenlein describe the role of social media in building communication between individuals and communities. Focusing on the Instagram social media platform used by Situs Patirtaan Ngawonggo to provide local cultural information, the researcher aims to determine how digital communication influences the public in conveying information about local culture. The researcher conducted interviews with five informants who are managers of Situs Patirtaan Ngawonggo. It can be concluded that the use of social media can build identity and strengthen communication with the community. This situation was reinforced by the collaboration of several communities that shared similar perceptions and information shared through the Instagram account @situspatirtaanngawonggo.