STRATEGI PENGOPTIMALAN INSTAGRAM @CITYGUIDE911FM DALAM MENINGKATKAN INTERAKSI AUDIENS MELALUI PERAN SOCIAL MEDIA SPECIALIST DENGAN TEORI THE CIRCULAR MODEL OF SOME.

This research is motivated by the evolution of digital communication, which compels media organizations to strategically utilize social media to foster audience interaction. Instagram has emerged as a crucial platform for local radio stations including @cityguide911FM, the digital channel for Radio City Guide 911 FM Malang to maintain relevance in the digital era. This study aims to examine the strategies employed by the Social Media Specialist to optimize the @cityguide911FM Instagram account and enhance audience interaction, utilizing "The Circular Model of SOME," which encompasses the stages of Share, Optimize, Manage, and Engage. A qualitative, descriptive approach employing a case study method was adopted. Data were gathered through in-depth interviews with the Station Manager and New Media Manager, alongside documentation comprising post archives and Instagram insight data. The findings reveal that the management strategy for @cityguide911FM operates in a circular manner, involving audience-relevant content planning, optimization of Instagram features, active interaction management, and periodic content performance evaluation. The Social Media Specialist plays a pivotal role in maintaining the consistency of the digital communication strategy and boosting audience engagement. The application of The Circular Model of SOME demonstrates that audience interaction serves not merely as the final outcome of communication but also as feedback that strengthens subsequent content strategies. Thus, a well-planned and sustainable Instagram management strategy can enhance audience interaction and reinforce the bond between the radio station and its listeners within the digital landscape.