Social media management strategy of Instagram @Lpomuhammadiyah in boosting engagement

Tania Rahayu Putri, Fajar Junaedi

Abstract


@Lpomuhammadiyah is official Instragram account of Sport Development Institute of Muhammadiyah Central Board. This research concerns social media management strategies for the Instagram account @Lpomuhammadiyah to increase engagement. This research is motivated by the high interest of the wider community who want to know about sports development that aligns with Islamic values and Muhammadiyah teachings. This research aims to determine how the social media management strategy for the @Lpomuhammadiyah Instagram account increases engagement. The theoretical framework researchers use in this research is The Circular Model of Some, divided into four aspects: Share, Optimize, Manage, and Engage. The research method used in this research is qualitative descriptive research with a case study approach. The data sources for this research come from observations, documentation and interviews with several related informants. In conducting data validity tests, this research uses source triangulation techniques, namely data collection techniques by comparing/checking back the validity of the information obtained by comparing the results of interviews with observations made. This research shows that the social media management strategy for the @Lpomuhammadiyah Instagram account is quite effective as LPO PP Muhammadiyah has implemented the theory used. In all social media management processes related to LPO PP Muhammadiyah, it also involves itself with its followers, namely by utilizing the features on Instagram as one of the attractions of LPO PP Muhamamdiyah itself. @Lpomuhammadiyah's Instagram management is constructive in establishing closeness with followers and, of course, can increase @Lpomuhammadiyah's Instagram engagement.


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DOI: https://doi.org/10.12928/sylection.v3i1.13917

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