<![CDATA[The development of digital technology has changed public communication practices in the government sector, including the use of social media as a medium for leaders’ personal branding and institutional branding. This study aims to analyze social media rebranding strategies through the optimization of LinkedIn and Instagram at the Directorate of Digital Infrastructure of Komdigi. The study employed a qualitative approach using observation, interviews, documentation, and direct involvement of the researcher in the media branding team during the period of January 26 to May 10, 2026. The findings show that the rebranding strategy was carried out through a more structured and consistent digital communication arrangement based on the characteristics of each platform. LinkedIn was used to strengthen the professional image of public leaders through the delivery of ideas, strategic activities, and policy communication. Instagram was utilized to build closer engagement with the public through visual approaches and storytelling. The study also found that leaders’ personal branding and institutional branding support each other in strengthening institutional image and increasing public trust. Several challenges were identified, including limited resources, consistency in content production, and the selection of public information. Overall, this study shows that planned and integrated social media management can improve the effectiveness of public communication in the digital era. Keywords: rebranding, social media, personal branding, public communication, institutional branding]]>
