<![CDATA[This study aims to analyze the communication strategy of the Terjun Urban Village Government in managing social media as a means of public communication and building a positive government image within the community. This study employed a descriptive qualitative approach, using Middleton’s communication strategy as the main analytical framework, supported by Excellence Theory and the perspective of new media communication. Data were collected through in-depth interviews with government officials and community members who use social media, observations of social media management activities, and documentation of published content. The data were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that the Terjun Urban Village Government employs Facebook, Instagram, and WhatsApp to disseminate public service information, document government and community activities, and establish interaction with residents. The communication strategy is implemented through the development of informative and accessible messages, the selection of media that are widely used by the community, and responses to public questions and feedback. Social media management also contributes to shaping community perceptions of the local government as active, transparent, and accessible. However, its implementation remains constrained by limited human resources, inadequate technical skills in digital content management, inconsistent content publication, and limited public participation in digital interaction. The study demonstrates that strengthening the capacity of social media managers and developing more effective two-way communication mechanisms are necessary to optimize social media as an instrument of public communication at the urban village level.]]>
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