OPTIMALISASI MEDIA SOSIAL UNTUK SOSIALISASI KEBIJAKAN PEMERINTAH (Studi Kasus Pada Akun Instagram Dinas Kominfo Kota Malang Dalam Mensosialisasikan UU ITE)

This research is motivated by the suboptimal utilization of Instagram social media by the Malang City Communication and Informatics Office as a means of socializing government policies, particularly the Electronic Information and Transactions Law (UU ITE). The social media platform, Instagram as a digital communication medium, has great potential in reaching a wide audience, but its management in conveying public policies still needs to be studied in depth. This study aims to analyze the optimization of Instagram social media in supporting the socialization of government policies based on McCombs' Agenda Setting Theory which includes media agendas, public agendas, and policy agendas. This study uses the concept of Government Social Media as a basis for understanding government social media management. Social media optimization focuses on its content which is analyzed through three main aspects, namely content planning, content production, and content distribution. The research method used is a qualitative approach with data collection techniques through observation, interviews, and documentation of the management of the Malang City Communication and Informatics Office Instagram account. The results of the study indicate that Instagram has been utilized as a medium for forming a media agenda by presenting educational content on the ITE Law in various visual formats, such as carousel feeds and reels, which have the potential to increase public awareness and understanding. However, the policy dissemination process still faces challenges such as inconsistent publication schedules, limited human resources, and low audience engagement. This study concludes that more planned and sustainable social media management is needed to ensure more effective government policy dissemination via Instagram.