KONSISTENSI PENGELOLAAN MEDIA SOSIAL INSTAGRAM MATARAM.KITA SEBAGAI MEDIA PUBLIKASI PEMERINTAH KOTA MATARAM
Abstract
The increasing use of social media has encouraged government institutions to optimize digital platforms as a medium for disseminating public information and strengthening communication with the community. Instagram has become one of the most effective platforms for delivering government information because of its accessibility, visual features, and interactive communication. This study aims to analyze the consistency of Instagram management, examine the implementation of management functions, and identify the factors influencing the consistency of the @mataram.kita Instagram account as the official public information media of the Mataram City Government. This research employed a qualitative descriptive approach. Data were collected through observation, semi-structured interviews, and documentation, and analyzed using data reduction, data display, and conclusion drawing. The findings indicate that the @mataram.kita account has consistently maintained its content, visual identity, message delivery, and institutional image as an official government communication platform. The management process has implemented the functions of planning, organizing, actuating, and controlling, although the absence of written standard operating procedures and visual guidelines remains a challenge. The study also reveals that effective teamwork, leadership support, clear task distribution, and adequate facilities support management consistency, while limited human resources, dynamic government agendas, repetitive visual designs, and limited two-way interaction with the public hinder its effectiveness. Therefore, strengthening social media governance through formal management guidelines, more innovative visual content, and enhanced public engagement is recommended to improve sustainable government communication.
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