<![CDATA[This study aims to analyze the role of Instagram social media @bappelitbangda_kotamadiun as a center for public innovation information in Madiun City. Public innovation plays an important role in improving the quality of government services and accelerating regional development. As one of the agencies that encourages regional innovation, Bappelitbangda of Madiun City utilizes Instagram as a means to disseminate information related to various innovation programs that involve the community. Using a virtual ethnography approach, this study explores the content published on the Instagram account and the effectiveness of the communication strategies used. The results of the study indicate that Instagram @bappelitbangda_Madiun city has a central role in conveying information about citizen innovation through attractive visual content, such as photos, videos, and infographics. However, community interaction on this platform is still limited, with more followers sending direct messages (DM) than commenting. This study also identified that increasing interactivity and diversity of participatory content can strengthen the role of this Instagram account as a center for innovation information. Thus, Bappelitbangda is expected to further optimize the use of social media to increase community participation in public innovation and strengthen the image of the institution. Keywords: social media, Instagram, public innovation, virtual ethnography, Bappelitbangda, Madiun City.]]>
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