Aktivitas Humas Polrestabes Surabaya dalam Mengelola Platform Media Sosial Instagram Untuk Membangun Engagement Kepada Masyarakat. (The Role of Surabaya Polrestabes PR in Managing The Instagram Social Media Platform to Build Engagament to The Community).

Bagis, Abdillah (2024) Aktivitas Humas Polrestabes Surabaya dalam Mengelola Platform Media Sosial Instagram Untuk Membangun Engagement Kepada Masyarakat. (The Role of Surabaya Polrestabes PR in Managing The Instagram Social Media Platform to Build Engagament to The Community). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to find out how the Surabaya police public relations department manages its Instagram social media to build engagement with the community. What is done in this case is related to providing a social media platform which is used by police members as a forum for disseminating information aimed at the community. . This research uses a qualitative approach, where in qualitative research, conceptualization, categorization and description are developed on the basis of "events" obtained during field activities. After the researcher analyzed the management of Surabaya police public relations social media in building engagement using observation, interview and documentation techniques, he described that there were several stages carried out in using Instagram social media related to disseminating information in order to achieve success in building engagement with the community. By disseminating information online or digitally, researchers chose Regina Luttrell's theory of the model with four stages: Share, Optimize, Manage, Engage. The research results show that Polrestabes public relations has implemented four stages in building engagement through Instagram social media. These four stages include, the first, namely the share determination stage carried out by the Surabaya Police Public Relations, namely determining the platform for disseminating information to the public, as well as determining the content of the information that will be disseminated widely. The second stage is the optimization stage, how public relations provides optimism in disseminating information with optimal message content to get a response from the public. The next stage that is carried out is the stage of managing settings in receiving public messages, providing messages in real time. The final stage carried out by the Surabaya Police Public Relations is the engage stage after communicating from the previous stages and can be seen from the response given by the Surabaya Police Public Relations in its consistency in providing information that continues to involve police members and the community. With this, the public always responds well through the Instagram social media comments column.

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