<![CDATA[Abstract - Disaster awareness is the main thing in disaster management. In this case, the community is an important aspect and active participation is needed. This makes the Indonesian National Disaster Management Agency (BNPB) strive to build a disaster awareness culture, one of which is through Instagram @bnpb_indonesia. Appropriate Instagram social media management is needed in order to maximize efforts to build a disaster-aware culture so that it is expected to reduce the number of fatalities due to disasters every year. This study aims to determine the management of BNPB Indonesia's Instagram social media in building a disaster awareness culture and its obstacles. Researchers used the concept of social media management stages according to Luttrell's The Circular Model of SoMe theory, namely Share, Optimize, Manage, and Engage. This research uses descriptive qualitative research methods. Researchers collected data with in-depth interviews, and documentation. The results of this study indicate that the management of Instagram @bnpb_indonesia in building a disaster-aware culture has implemented social media management steps according to Luttrell's The Circular Model of SoMe theory. Internal factors inhibiting the management of Instagram @bnpb_indonesia social media are the lack of human resources and inadequate budget allocation.Keywords: Disaster Communication, Social Media, Instagram, Disaster Awareness CultureAbstrak - Kesadaran akan bencana merupakan hal utama dalam penanggulangan bencana. Dalam hal ini, masyarakat menjadi aspek penting dan dibutuhkan partisipasi aktif. Hal ini membuat Badan Nasional Penanggulangan Bencana (BNPB) berupaya membangun budaya sadar bencana, salah satunya melalui Instagram @bnpb_indonesia. Pengelolaan media sosial Instagram yang tepat diperlukan agar dapat memaksimalkan upaya membangun budaya sadar bencana sehingga diharapkan dapat mengurangi jumlah korban jiwa akibat bencana. Penelitian ini bertujuan untuk mengetahui pengelolaan media sosial Instagram BNPB Indonesia dalam membangun budaya sadar bencana dan hambatannya. Peneliti menggunakan konsep tahapan pengelolaan media sosial menurut teori The Circular Model of SoMe yaitu Share, Optimize, Manage, dan Engage. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Data diperoleh dari wawancara mendalam dan dokumentasi. Hasil penelitian ini menunjukkan, pengelolaan Instagram @bnpb_indonesia dalam membangun budaya sadar bencana telah menerapkan langkah-langkah pengelolaan media sosial menurut teori The Circular Model of SoMe. Faktor internal yang menjadi penghambat pengelolaan media sosial Instagram @bnpb_indonesia adalah kurangnya sumber daya manusia dan alokasi anggaran yang kurang memadai.Kata Kunci: Komunikasi Bencana, Media Sosial, Instagram, Budaya Sadar Bencana]]>
