OPTIMASI MEDIA SOSIAL SEBAGAI MEDIA PROMOSI BISNIS PARIWISATA DI BALIKPAPAN (Studi Kasus pada Akun Instagram @Pantailamarubalikpapan)

In this era of globalization and modernity, social media is a source of information and communication for internet users, including in Indonesia. In the Indonesian tourism sector, 35.71% of experts (in a survey by Baparekraf, 2023), agreed that Indonesia's tourism conditions in 2024 would recover. In addition to focusing on tourism quality and innovation, the value of technology use becomes an important factor in increasing the value of tourism in Indonesia, one of which is Instagram optimization carried out by Lamaru Beach Balikpapan. This research aims to identify the utilization of Instagram social media as an online marketing tool in the tourism business at Lamaru Beach Balikpapan. This research uses descriptive qualitative approach with data collection through observation, interview, documentation, and literature study. This research shows that Lamaru Beach Balikpapan makes Instagram optimization efforts by using Instagram features such as photos, videos, captions, stories, hashtags, mentions, geotags. The optimization is done by focusing on the AISAS approach, namely increasing attention (through interesting content), interest (relevant entertainment content), search (hashtags and geotags, reposts), action (tourist visits), and share (mentions, shares).