<![CDATA[This study examines the transformation of digital organizational communication at PT. UD Tour and Travel Universal using a Social Network Analysis (SNA) approach, specifically focusing on the use of Instagram. The evolution of digital technology has shifted organizational communication patterns from conventional methods toward social media-based communication that is faster, more open, and interactive. The company utilizes Instagram not only as a means for tourism promotion but also as a platform to build communicative relationships with consumers and followers. This research aims to analyze the digital communication network patterns formed through interactions on the company's Instagram account. A descriptive qualitative method employing Social Network Analysis (SNA) was applied in this study. The results indicate that the company's Instagram account acts as a central actor within the digital communication network, driven by various interactions such as comments, likes, mentions, reposts, and the use of hashtags. The study demonstrates that the Instagram account enhances organizational communication effectiveness and strengthens digital relationships between the company and consumers in the digital era.]]>
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