THE CIRCULAR MODEL OF SOME PADA PENGELOLAAN MEDIA SOSIAL INSTAGRAM FORUM HUMAN CAPITAL INDONESIA

JESSICA LEA ALEXANDER, . (2022) THE CIRCULAR MODEL OF SOME PADA PENGELOLAAN MEDIA SOSIAL INSTAGRAM FORUM HUMAN CAPITAL INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Keberadaan media sosial digunakan oleh perusahaan atau organisasi untuk melakukan kegiatan komunikasi, seperti sarana publikasi, sarana kehumasan, promosi, dan lain-lain, salah satunya yaitu Forum Human Capital Indonesia. Tujuan dari penelitian ini adalah melihat bagaimana pengelolaan Instagram @fhci.bumn oleh tim komunikasi Forum Human Capital Indonesia yang dikaji melalui The Circular Model of Some. The Circular Model of Some merupakan salah satu model yang terdiri dari empat tahap, yaitu share, optimize, manage, dan engage. Pada tahap share, dibagi menjadi tiga bagian, yaitu participate, connect, dan build trust. Tahap optimize, ada dua bagian, yaitu listen and learn dan take part in authentic communication. Tahap manage memiliki tiga bagian, diantaranya media monitoring, quick responses, dan real-time interaction. Terakhir, adalah tahap engage, dimana pada tahap ini terdiri atas dua bagian, yaitu influencer dan interactivity. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif dengan paradigma konstruktivisme. Penelitian ini menggunakan teknik pengumpulan data wawancara mendalam terhadap tiga narasumber, observasi dilokasi penelitian, dan dokumentasi peneliti seperti berkas, foto kegiatan, dan lainnya. Hasil penelitian ini menyatakan bahwa pengelolaan media sosial Instagram Forum Human Capital Indonesia dilakukan dalam empat tahap. Pada tahapan share, penggunaan Instagram oleh Forum Human Capital Indonesia dilatar belakangi kemudahan akses, mereka memiliki target dari Instagram yaitu para penggiat human capital dan pencari kerja, dan dalam membangun kepercayaan publik, mereka menampilkan informasi perusahaan di profil mereka dan berkolaborasi dengan Kementerian Badan Usaha Milik Negara di konten mereka. Pada tahap optimize, konten dibuat berdasarkan apa yang sedang trending namun tetap mempertimbangkan keinginan audiens, membuka ruang diskusi bagi followers dan menjaga komunikasi dengan followers. Pada tahap manage, pemantauan media dilakukan secara manual dan hanya memanfaatkan fitur Instagram, respon cepat dan interaksi real-time yang optimal karena tim komunikasi merespon secepat mungkin. Dalam proses engage, Forum Human Capital Indonesia memiliki brand influencer, yaitu Erick Thohir dan Alexandra Askandar, dan mereka memiliki konten interaktif, seperti teka-teki silang dan tebak logo BUMN. Pada penelitian ini, dapat disimpulkan bahwa tim komunikasi Forum Human Capital Indonesia melaksanakan pengelolaan Instagram mereka yang terbagi kedalam beberapa tahapan sesuai dengan The Circular Model of Some. ***** The existence of social media is used by companies or organizations to carry out communication activities, such as means of publication, public relations facilities, promotions, and others, one of which is the Indonesian Human Capital Forum. The Instagram Human Capital Forum Indonesia has the most followers among other social media owned and managed properly in 2021. The purpose of this research is to see how Forum Human Capital Indonesia’s Instagram is managed by communication team of Forum Human Capital Indonesia which is reviewed through The Circular Models of Some. The Circular Model of Some is a model that consists of four stages, namely share, optimize, manage, and engage. In the share stage, there are three parts that support this stage, namely participate, connect, and build trust. In the optimize stage, there are two parts, namely listen and learn and take part in authentic communication. The manage stage has three parts, including media monitoring, quick responses, and real-time interaction. Lastly, is the engage stage, which at this stage consists of two parts, namely influencer and interactivity. This study uses a qualitative approach with descriptive research type with constructivism paradigm. This study uses in-depth interview data collection techniques to three sources, observations at the research location, and researcher documentation such as files, photos of activities, and others. The results of this study state that the management of social media Instagram Forum Human Capital Indonesia is carried out in four stages. At the share stage, the use of Instagram by Forum Human Capital Indonesia is based on ease of access, they have Instagram's target of human capital activists and job seekers, and in building public trust, they display company information on their profiles and collaborate with the Ministry of Owned Enterprises. Country in their content. At the optimize stage, content is created based on what is trending but still considers the wishes of the audience, opens discussion space for followers and maintains communication with followers. In the manage stage, media monitoring is done manually and only utilizes Instagram features, fast response and optimal real-time interaction because the communication team responds as quickly as possible. In the process of engagement, the Indonesian Human Capital Forum has brand influencers, namely Erick Thohir and Alexandra Askandar, and they have interactive content, such as crossword puzzles and guessing the logo of BUMN. In this study, it can be concluded that Forum Human Capital Indonesia’s communication team carries out their Instagram management which is divided into several stages according to The Circular Model of Some.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Dini Safitri, M.Si, CPR 2). Dr. Wiratri Anindhita, M.Sc, CPR
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Users 16192 not found.
Date Deposited:	13 Sep 2022 01:10
Last Modified:	13 Sep 2022 01:10
URI:	http://repository.unj.ac.id/id/eprint/35628

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