<![CDATA[Impact Internship is a program held to provide real work experience for students in a professional environment while fulfilling academic graduation requirements. The author carried out a three-month internship at the Department of Women's Empowerment and Child Protection (DPPPA) of South Sumatra Province, specifically in the Gender and Children Data and Information Sector, through the One Data Internship program initiated by the Department of Communication and Informatics of South Sumatra Province. This report aims to describe and analyze the management of Instagram social media as a mass communication medium at the DPPPA of South Sumatra Province through the account @dp3asumsel. The method used in compiling this report is descriptive qualitative based on the author's experience, observation, and direct participation during the internship, including photo and video documentation, content editing using Canva, Adobe Photoshop, and Filmora, office administration management, and participation in various office activities. The results of the analysis show that the Instagram account @dp3asumsel has played a role as an effective mass communication medium in disseminating information about activities and programs to the wider community, however, the use of Instagram features such as stories and live has not been optimized, content variation is still limited to activity publications, and interaction with the audience is relatively low. The main inhibiting factors include limited human resources competent in social media and bureaucratic procedures for content approval. The author recommends that agencies optimize Instagram features, increase educational and informative content, and increase audience interaction to support the ongoing effectiveness of mass communication.]]>
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