POLA POSTING MEDIA SOSIAL PEMERINTAH UNTUK MENINGKATKAN ENGAGEMENT (Studi Optimalisasi pada Akun Instagram @kominfomalang)

Social media has become a public communication tool utilized by the government to convey information, policies, and activities to the wider public. Instagram, as a visual-based platform, is used by local governments to reach audiences more quickly and interactively. However, the delivery of messages through government social media is inseparable from the content management methods implemented, including the posting patterns used. This study aims to describe the government's social media posting patterns on the Instagram account @kominfomalang as an effort to optimize public communication engagement.

This study uses the concepts of Government Public Relations (GPR) and Government Social Media (GSM) as a foundation for understanding government social media management. Posting patterns are understood as part of optimization efforts that include upload frequency, publication time, utilization of content formats and features, consistency of visual style and language, and determination of content themes. Furthermore, the concept of media setting is used to examine how the government manages its communication agenda by highlighting certain activities and messages through social media.

This research employed a qualitative approach with a case study method. Data collection involved digital documentation of @kominfomalang Instagram posts and interviews with the account administrator. Data analysis was conducted by grouping findings based on posting patterns and their relationship to GPR and GSM practices.

The results show that the @kominfomalang Instagram account employs a varied and situational posting pattern, based on post frequency, publication time, and utilization of stories, feeds, and reels features. Content is grouped into four content pillars, with the information pillar dominating the pillar, accompanied by variations in visual style and language. This pattern reflects the application of Government Social Media (GSM) through media-setting practices that highlight government agendas and activities to the public.