Instagram Account Management Strategy @infobatur as Public Information Media

Abstract

The development of digital technology encourages people to utilize social media as a source of public information that is quick and easy to access, as seen on the Instagram account @infobatur which is managed by a group of Batur residents. However, the management of this account does not yet involve formal collaboration with official village institutions, both Official Villages and Traditional Villages, thus creating challenges in terms of legitimacy, sustainability and work structure. This research aims to analyze the Instagram account management strategy using a qualitative approach with phenomenological methods, using POAC theory and the Circular Model of Some. The research results show that account management is still informal and relies on personal relationships, with obstacles such as a lack of content planning, unstructured division of tasks, limited technical skills of managers, and a lack of data-based evaluation. The proposed management strategy includes creating an editorial calendar, utilizing the Instagram Insights feature, flexible division of work roles, and participatory evaluation. To strengthen sustainability, it is recommended that there be formal cooperation through an MoU between the account manager and the village. The research conclusion emphasizes the importance of adaptive strategies and structural legitimacy in managing social media at the village level to maintain sustainability as a public information space.

Keywords: Social Media Management, Instagram, Public Information