SOCIAL MEDIA MANAGEMENT TO BUILD THE MUNICIPAL GOVERNMENT’S IMAGE

Abstract

As a public servant, the government must provide information accurately and efficiently. Therefore, social media is essential for local governments to communicate with their communities. Public communication through social media has many benefits, serving not only as an information medium but also to build the government's image. This writing focuses on the public communication carried out by the Tangerang City Government to create a positive image through Instagram, specifically how the management of the Instagram account @humas_kota_tangerang is applied in building the local government's image. This writing also serves as an academic evaluation of public communication in local government, which is crucial for supporting good governance. The research employs a qualitative approach using a case study method. Data collection was conducted through in-depth interviews with those responsible for the Protocol and Leadership Communication Section of the Tangerang City Government, publication analysts, and social media management experts. Data collection also included non-participant observation techniques and content documentation analysis of published materials. The research findings indicate a significant impact from the use of new media, particularly the management of Instagram social media by PROKOPIM, on the formation of a positive image for the Tangerang City Government. Media monitoring and gradual evaluation of the information content uploaded in response to the needs of the Tangerang community, along with prompt responses to public aspirations and complaints, are practices implemented by PROKOPIM in their social media management policies, which are deemed important in building a positive image for the Tangerang City Government. Thus, the findings of this writing can provide academic recommendations for studies on social media management, as well as practical recommendations for local governments to optimize communication strategies through social media to promote inclusive and participatory public services.