OPTIMALISASI MEDIA SOSIAL INSTAGRAM @PROKOPIM_PASER SEBAGAI MEDIA INFORMASI PUBLIK

This study aims to analyze the optimization of the Instagram account @prokopim_paser as a public information medium for the Government of Paser Regency. The research employs James E. Grunig’s Two-Way Symmetrical Communication Theory as the primary theoretical framework and is supported by Regina Luttrell’s Circular Model of Social Media (SHARE) to examine the management of government social media.
This research uses a descriptive qualitative approach. Data were collected through digital observation, documentation of Instagram posts, and analysis of social media insights from the @prokopim_paser account. Data analysis was conducted using the Miles and Huberman model, which consists of data reduction, data display, and conclusion drawing. The findings indicate that Instagram @prokopim_paser has been effectively utilized as a public information medium for the Government of Paser Regency. The use of the Reels feature has expanded the reach of information dissemination through engaging audiovisual content. The information published is informative and verified, thereby supporting public information transparency within the local government.
However, the communication interaction that occurs through the account remains predominantly one-way, as the account management focuses more on publishing government activities than on fostering active dialogue with the public. Therefore, improvements are needed in terms of two-way communication, responsiveness, and public engagement so that Instagram @prokopim_paser can function more optimally as a government public communication medium.