STRATEGI KONTEN STORYTELLING PADA AKUN INSTAGRAM @BOLACOMID DALAM PEMENUHAN INFORMASI PENGGEMAR SEPAK BOLA

The dissemination of sports information requires speed, interactivity, and engaging presentation. This study analyzes the social media management strategy of the Instagram account @bolacomid as an information medium for football fans. Employing the Circular Model of SOME by Regina Luttrell and Textual Poachers theory by Henry Jenkins, this research uses a qualitative descriptive approach. Data were collected through in-depth interviews with the social media manager and admin, as well as direct observation of uploaded content. The findings reveal that @bolacomid applies all stages of the SOME model, with particular emphasis on the Engage stage to encourage audience participation. Storytelling is found to play a significant role in fostering emotional engagement and two-way interaction. These results indicate that Instagram content management is not merely focused on information delivery but also on building emotional relationships between the account and its audience.