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All Journal Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Nivedana : Jurnal Komunikasi dan Bahasa
Fadilla, Rashina Zahra
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Religion Arts Humanities Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI HUMAS KOTA BANDUNG DALAM MENYUSUN CONTENT PILLAR MEDIA SOSIAL Fadilla, Rashina Zahra; Ghozali Moenawar, Mohamad; Suparman; Muhammad, Badar; Firdaus, Diky; Manisya, Nabhila; Putri Awalina, Salwa
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 5 No. 4 (2024): NIVEDANA: Jurnal Komunikasi & Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v5i4.1490

Abstract

This study discusses the success of Bandung City Public Relations in managing social media as a means of disseminating public information. The use of social media proves that Bandung City Public Relations can adapt to the digital era. The use of appropriate social media strategies and content pillars makes Bandung City Public Relations an exemplary example for other government agencies. Bandung City Public Relations can prove that implementing appropriate content pillars in managing social media, can break the perception that information provided by the government to the public is always rigid. This study uses a descriptive qualitative approach with thematic and content analysis methods. Data collection was carried out through interviews, observations, and literature studies. This study resulted in a discussion of the strategy for compiling Bandung City Public Relations' social media content pillars, the compilation of which was carried out simultaneously with the preparation of content planning. Bandung City Public Relations uses an agenda-setting strategy in implementing social media content planning. Bandung City Public Relations carries out three stages of the agenda-setting process which include the stages of determining the public agenda, defining the media agenda, and determining the policy agenda. Bandung City Public Relations' social media has three main content pillars, namely eduvative content, functional content, and entertaining content. The three pillars are applied to every social media account of Bandung City Public Relations, the packaging of which is adjusted to the characteristics of each social media. Bandung City Public Relations strives for content packaging that is not rigid to increase the level of interaction with the public.
Pengelolaan Akun Instagram @diskominfobdg sebagai Media Penyuluhan Informasi Fadilla, Rashina Zahra; Hadiyanto; Firdaus, Diky
Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 11 No 2 (2025): Oktober 2025 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitia
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jk.v11i2.42472

Abstract

Abstract The Department of Communication and Informatics of Bandung City  is one of the Regional Government Organizations that utilizes Instagram as a platform for public information dissemination, serving as a form of public service. The characteristics of Instagram, which allow for rapid information dissemination, make it a strategic medium for carrying out information outreach activities. This study aims to analyze how the administrators manage the Instagram account @diskominfobdg as a medium for information outreach to the citizens of Bandung. A descriptive qualitative method was employed, utilizing data collection techniques such as interviews, literature review, active participatory observation, and documentation. This research applies Regina Luttrell’s Circular Model of Some for Social Communication, which divides social media management into four stages: share, optimize, manage, and engage. The findings reveal that the administrators manage the @diskominfobdg Instagram account through these four stages: (1) Share, Disseminating relevant and engaging educational content, emphasizing participation, connection, and trust-building; (2) Optimize, Enhancing visual elements and copywriting by focusing on real-time topics derived from media monitoring of trending public issues; (3) Manage, Overseeing interactions through media monitoring and FAIR evaluations, ensuring timely responses; (4) Engage, Facilitating two-way communication by involving the community and institutions. This strategy reflects the commitment of the Bandung City Department of Communication and Informatics to fostering adaptive, responsive, and participatory public communication. Keywords: Information dissemination; social media management; Instagram.   Abstrak Dinas Komunikasi dan Informatika Kota Bandung merupakan salah satu Organisasi Pemerintah Daerah (OPD) yang memiliki akun Instagram dan menggunakannya sebagai penyuluhan informasi sebagai salah satu bentuk pelayanan publik. Karakteristik media sosial Instagram yang dapat menyebarkan informasi secara cepat, menjadi salah satu alasan kegiatan penyuluhan informasi dilakukan di akun Instagram. Penelitian ini bertujuan untuk menganalisis cara admin mengelola akun Instagram @diskominfobdg sebagai media penyuluhan informasi kepada masyarakat Kota Bandung. Penelitian ini menggunakan metode kualitatif deskriptif dengan Teknik pengumpulan data wawancara, studi pustaka, observasi partisipatif aktif, dan dokumentasi. Penelitian ini menggunakan teori The Circular Model Of Some For Social Communication dari Regina Luttrel yang membagi tahapan pengelolaan media sosial menjadi 4 yaitu, share, optimize, manage, dan engage. Hasil penelitian menemukan bahwa admin akun Instagram @diskominfobdg melakukan pengelolaan akun Instagram sebagai media penyuluhan informasi melalui empat tahapan yaitu: 1) tahap membagikan (share), membagikan konten edukatif yang relevan dan menarik dengan menekankan aspek participate, aspek connect, dan aspek built trust; 2) tahap mengoptimalkan (optimize), mengoptimalkan visual dan copywriting dengan topik yang bersifat real-time dari hasil pengawasan media terkait isu yang sedang hangat dimasyarakat; 3) tahap mengelola (manage), mengelola interaksi dengan media monitoring dan evaluasi FAIR serta memastikan respon cepat; 4) tahap melibatkan (engage), melibatkan masyarakat dan instansi dalam komunikasi dua arah. Strategi ini mencerminkan komitmen Diskominfo Kota Bandung dalam membangun komunikasi publik yang adaptif, responsif, dan partisipatif. Kata-kata kunci: Penyuluhan informasi; pengelolaan media sosial; instagram.
Peran social media specialist dalam membangun brand awareness nimo tea resort di instagram Fadilla, Rashina Zahra; Burhanuddin; Burhani , Al - May Abyan Izzy; Firdaus, Diky
Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 12 No 1 (2026): April 2026 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jk.v12i1.43191

Abstract

Abstract The advancement of digital technology has encouraged companies across sectors, including the hospitality industry, to maximize social media as a platform for building brand image and strengthening consumer engagement. Instagram becomes the main medium for Nimo Tea Resort to showcase its visual advantages and increase brand awareness. However, the high follower count is not aligned with interaction levels, indicating the need for deeper analysis of the social media specialist’s role in managing the @nimotea_resort account. This study aims to examine the strategies and responsibilities of the social media specialist in planning, producing, optimizing, and evaluating Instagram content to build brand awareness. Using a descriptive qualitative method through interviews, observation, documentation, and literature review, the research adopts Regina Luttrel’s (2022) Circular Model of SoMe, which includes the stages of share, optimize, manage, and engage. The findings show that the social media specialist holds a key role in aligning trends with the resort’s identity, maintaining consistent visuals, responding to the audience in real time, and forming collaborations to broaden reach. Nonetheless, interaction remains low due to algorithmic shifts, rapid trend changes, and challenges in harmonizing trends with the brand’s elegant and exclusive tone. This study enriches digital communication research in hospitality and offers practical recommendations for strengthening Nimo Tea Resort’s visual-based social media strategies. Keywords: Brand awareness; instagram; social media management; social media marketing. Abstrak Perkembangan teknologi digital mendorong semua bidang perusahaan termasuk salah satunya bidang hospitality untuk memaksimalkan media sosial sebagai sarana membangun citra dan membangun interaksi dengan konsumen. Instagram menjadi platform utama yang dimanfaatkan Nimo Tea Resort untuk menampilkan keunggulan visual dan memperkuat brand awareness. Namun, tingginya jumlah pengikut tidak sebanding dengan tingkat interaksi, sehingga diperlukan analisis mendalam mengenai peran Social media specialist dalam pengelolaan akun @nimotea_resort. Penelitian ini bertujuan menganalisis strategi dan peran social media specialist dalam merencanakan, memproduksi, mengoptimalkan, serta mengevaluasi konten Instagram guna membangun brand awareness. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara, observasi partisipatif, dokumentasi, dan studi pustaka, dengan analisis data tematik berbasis teori The Circular Model of Some oleh Regina Luttrel (2022) yang mencakup tahap share, optimize, manage, dan engage. Hasil penelitian menunjukkan bahwa social media specialist berperan penting dalam menyesuaikan tren dengan karakter resort, menjaga konsistensi visual, merespons audiens secara real time, serta menjalin kolaborasi sebagai upaya memperluas jangkauan. Namun, interaksi belum optimal karena tantangan algoritma, perubahan tren yang cepat, serta keterbatasan kesesuaian tren dengan brand voice. Penelitian ini berkontribusi dalam memperkaya kajian komunikasi digital pada sektor hospitality serta memberikan rekomendasi praktis bagi Nimo Tea Resort dalam membangun efektivitas strategi media sosial berbasis visual untuk memperkuat brand awareness. Kata-kata kunci: Kesadaran merek; Instagram; manajemen media sosial; pemasaran media sosial.
Co-Authors Burhani , Al - May Abyan Izzy Burhanuddin Diky Firdaus Ghozali Moenawar, Mohamad Hadiyanto Manisya, Nabhila Muhammad, Badar Putri Awalina, Salwa Suparman