IMPLEMENTASI CIRCULAR MODEL OF SOME PADA MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI RADIO LOKAL MALANG (Studi Kasus pada Pengelolaan Akun @kosmonita_official pada Event Anniversary Radio Kosmonita Malang Ke-23)

This research is motivated by the condition of the management of the @kosmonita_official Instagram account of Radio Kosmonita Malang which is not yet optimal as a promotional media amidst the challenges of shifting radio audience behavior to the digital realm. The momentum of the 23rd Anniversary of Radio Kosmonita Malang with the "EMPOWE23D & CONNECTED" campaign is a crucial point that demands a planned, consistent, and audience-oriented social media management strategy.

This study aims to describe the management of the @kosmonita_official Instagram account in promoting the 23rd anniversary event of Radio Kosmonita Malang using the Circular Model of SOME concept approach by Regina Luttrell. The study uses a case study method with a descriptive qualitative approach. Data collection was carried out through in-depth interviews, participatory observation, and documentation, and analyzed using the interactive analysis model of Miles, Huberman, and Saldana.

The results of the study indicate that the management of the @kosmonita_official Instagram account runs in a circular manner through four stages of the Circular Model of SOME. The share stage distributes content in a planned manner according to audience characteristics, the optimize stage is carried out through routine evaluations based on engagement insights, the manage stage is realized through an organized team structure and a systematic content plan, and the engage stage is carried out through interactive content and collaboration with influencers and communities. These four stages run in a circular and interconnected manner, so that audience engagement does not only occur in the digital realm, but also manifests in real behavioral responses in the on-air and off-air realms.

Thus, structured, collaborative, and audience-based Instagram management through the Circular Model of SOME approach has been proven to increase the effectiveness of event promotion and encourage sustainable audience engagement.