<![CDATA[Competition between educational institutions in the digital era requires madrasas to develop more adaptive promotional strategies through the use of social media. State Islamic Junior High Schools (MTsN) in Bekasi City face challenges in attracting prospective new students because social media management has not been carried out optimally and integrated into the institution's management strategy. Data from the Bekasi City Ministry of Religious Affairs in 2024 shows that the number of MTsN applicants has decreased by around 15% compared to public schools. This study aims to analyze the management of social media use in increasing the number of prospective new MTsN students in Bekasi City, including planning, implementation, monitoring, and evaluation of digital strategies. The study used a descriptive qualitative approach with a case study design at three MTsN in Bekasi City. Data collection was carried out through in-depth interviews with madrasah principals and social media management staff, observation of official social media accounts, and analysis of promotional documents. Data analysis used the Miles and Huberman model through data reduction, data presentation, and drawing conclusions. The results showed that social media management was still weak at the content planning and digital performance evaluation stages. Optimizing creative content strategies and strengthening human resource capacity has the potential to increase the attractiveness of madrasas.]]>
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