PENGELOLAAN MEDIA SOSIAL DI LEMBAGA SENSOR FILM (Studi Deskriptif Pada Pengelolaan Tik Tok @lsf_ri)

The use of social media in Indonesia continues to increase, including TikTok, which had more than 1.56 billion active users in early 2024 and reaches a wide audience. TikTok has grown rapidly and is no longer utilized solely by content creators but also by government institutions. The Indonesian Film Censorship Board (Lembaga Sensor Film/LSF) uses TikTok not only as a medium for disseminating information but also as an effort to increase public awareness of its institutional role. Therefore, this study aims to explain how the management of the TikTok account @lsf_ri contributes to enhancing the brand awareness of the Film Censorship Board.
This study employs the principles of social marketing communication proposed by Kotler and Lee (2011) as a framework for understanding how public institutions can influence attitudes and behaviors through educational messaging, as well as Aaker’s (2018) brand awareness theory, which explains the application of brand awareness elements, to examine whether the management of LSF’s TikTok account applies these elements to enhance brand awareness. This research adopts a qualitative approach with a descriptive qualitative design. Data were collected through in-depth interviews as primary data with the LSF Social Media Management Team as research informants, selected using purposive sampling based on criteria determined by the researcher, and through official LSF documentation as secondary data. The results indicate that the management of LSF’s TikTok account reflects the implementation of brand awareness elements, such as brand recognition, brand recall, brand perception, and brand association, through consistent visual identity, a flexible and adaptive communication style, process transparency, and collaboration. Additionally, LSF has implemented six of the seven activities considered effective for increasing brand awareness as part of a social marketing strategy in digital media. The findings demonstrate that the management of LSF’s TikTok account follows a structured planning process and workflow; however, further development is still needed for activities that have not yet been fully implemented.