STRATEGI OPTIMALISASI MEDIA SOSIAL UNTUK SOSIALISASI PROGRAM GERAKAN 7 KEBIASAAN ANAK INDONESIA HEBAT (Studi Pada Pengelolaan Akun Instagram Kementerian Pendidikan Dasar dan Menengah RI)

This study aims to analyze the optimization strategy of Instagram social media in disseminating the Gerakan 7 Kebiasaan Anak Indonesia Hebat Program by the Ministry of Primary and Secondary Education of the Republic of Indonesia. This research employed a descriptive qualitative approach with a case study method. Data were collected through interviews, observations, and documentation, utilizing source and method triangulation.
The results indicate that social media optimization was carried out through four integrated stages: planning, content production, distribution and publication, and evaluation and monitoring. In the planning stage, content plans and adaptive content pillars were developed. During the production stage, content was simplified from formal language into a more communicative form and adjusted to the characteristics of social media.
In the distribution and publication stage, content underwent a tiered validation process as part of the government's public communication mechanism to ensure the accuracy and credibility of information. In its implementation, the challenges identified were related to the absence of a standardized timeline arrangement (SOP timeline) in the content approval process. In the evaluation stage, optimization was conducted through Instagram Insights and media monitoring as the basis for developing subsequent communication strategies.
Optimization was also reflected in the utilization of Instagram features such as Reels, Feeds, Stories, and Collaboration Posts to increase audience engagement. In addition, government social media management has distinctive characteristics in maintaining credibility and a tiered public communication structure.
This study also found that the dynamics of implementation were largely influenced by the process of adapting to audiences, public issues, and coordination among work units. Overall, the findings show that the optimization of Kemendikdasmen’s Instagram social media reflects the principles of Government Social Media (GSM), namely transparency, participation, and collaboration through strategic, adaptive, and data-driven digital public communication.