The Use of Social Media in Improving Institutional Reputation (Case Study of Instagram Social Media @lapas_wirogunan)
DOI:
https://doi.org/10.46799/ijssr.v6i3.1371Keywords:
Institutional Reputation, Instagram, Social MediaAbstract
This study aims to analyze the use of Instagram social media @lapas_wirogunan in improving the reputation of Class IIA Prison Yogyakarta. The research uses a qualitative approach with a case study method to understand in depth the digital communication strategies implemented by the institution. Data collection techniques were carried out through digital observations, semi-structured interviews with social media managers, and documentation of uploads and public interactions. Data analysis refers to the Miles and Huberman model which includes data reduction, data presentation, and conclusion drawing. The results of the study show that the use of Instagram was analyzed through the 4Cs digital communication model, namely context, communication, collaboration, and connection. In the context aspect, institutions package content in an informative and transparent manner to build a positive image. In terms of communication, public interaction still tends to be one-way even though private communication through direct messages (DM) is actively carried out. The collaboration and connection aspect shows that there is cooperation and sustainable relationships with various stakeholders that strengthen the legitimacy and professionalism of the institution. Overall, Instagram serves as a strategic communication instrument in building an institution's reputation, although audience engagement optimization still needs to be improved.
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