<![CDATA[This research examines the branding process of the Information and Documentation Management Officer (PPID) through social media content at the Directorate General of Horticulture. The rapid development of information and communication technology has significantly impacted how government agencies disseminate information. In the digital era, social media serves as an effective and efficient communication tool for reaching the public broadly and in real-time, also strategically building a positive institutional image, strengthening public relations, and encouraging participation in governance. PPID plays a crucial role in ensuring information openness and public services, being responsible for accurate, transparent, and accessible information. This study aims to explain the branding process, identify the types of social media and content used, and present the obstacles encountered and solutions implemented to enhance PPID's branding. The findings highlight the importance of social media in public sector branding and contribute to understanding how government agencies can leverage digital platforms for greater transparency and accountability.]]>
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