Strategi Pengelolaan Instagram @prokompimbadung Dalam Membangun Citra Bupati I Wayan Adi Arnawa

Abstract

This research is motivated by the importance of local government digital communication in building a regent's image through social media. It aims to analyze the Instagram management strategy of @prokompimbadung in building the image of Badung Regent I Wayan Adi Arnawa using The Social Strategy Cone, as well as its implementation through The Circular Model of SOME (Share, Optimize, Manage, Engage) during the first 100 days of his administration. This study employed a descriptive qualitative approach with a case study method under a post-positivist paradigm. Data were collected through interviews with the head and staff of the Badung Regency Protocol and Leadership Communication Office (Prokompim), observation of Instagram posts published between 20 February and 31 May 2025, and documentation. Findings show that the Instagram strategy already covers the elements of goals, target audience, channel choice, resources, policies, monitoring, and content activities. However, monitoring and audience-interaction management can still be optimized. The Circular Model of SOME shows Share through publication of government activities and public-service content, Optimize through content packaging suited to Instagram, Manage through an integrated workflow, and Engage through public participation in comments, although two-way communication is not yet consistent. Through this strategy, the account constructs the wish image of Regent I Wayan Adi Arnawa as a leader with political craftsmanship, vigor, communicative performance, integrity, and consistency, while responsiveness still has room for improvement.