<![CDATA[The rapid development of information technology has driven the widespread use of social media across various aspects of life, including the academic environment. Social media platforms, such as Instagram, have become popular channels for disseminating information and fostering interactions between individuals and groups. With the growing number of users, sentiment analysis on social media is essential to understand public perceptions and responses to specific issues. Higher education institutions play a strategic role in creating a positive image through social media. Social media provides opportunities for universities to convey achievements, academic activities, and other information effectively to a broader audience, enhancing their reputation in the public eye. Moreover, Instagram serves not only as a communication tool but also as an educational medium capable of increasing student engagement through relevant and informative content. Technically, the Naïve Bayes algorithm is well-known for its speed and efficiency in sentiment analysis. This probability-based method leverages historical data to predict positive, negative, or neutral sentiments, offering competitive accuracy even when handling large datasets. This study aims to apply the Naïve Bayes algorithm for sentiment analysis of comments on the Instagram account of Widyagama University (@uwg.malang) as a case study. The research is expected to provide valuable insights for developing effective communication strategies and serve as a reference for other higher education institutions or organizations in utilizing analytical technologies for strategic purposes.]]>
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