Digital Public Relations Account Through Instagram @PMUQI in Maintaining Existence Pondok Pesantren Ummul Quro Al-Islami

Abstract

Social Media or often referred to as social media is a digital platform that facilitates users to interact with each other or share content in the form of writing, photos, videos, and is a digital platform that provides facilities to carry out social activities for each user. Social media as an application that allows users to share information online, discuss, do creativity and participate in all kinds of other forms of social interaction. The research method used in this research is a Qualitative Approach or often also called Focus Group Discussion or FGD. In the results of the data analysis, it explains how to manage the Instagram @pmuqi social media account through interviews to attract audiences to the Ummul Quro Al-Islami Islamic Boarding School. Judging from the way of management and also the strategy for Instagram @pmuqi in accordance with the concept of The Circular Model of SoMe from Regina Luttrell. A model created by Regina Luttrell to make it easier to manage social media, especially Instagram. Regina Luttrell introduced 4 components in social media planning namely Share, Optimize, Manage, and also Engage Discussion using analysis. This research uses the theory. The four components in this model have their own advantages, but together they contribute to designing a strategy.