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MANAJEMEN KONTEN PADA AKUN INSTAGRAM PERPUSTAKAAN UNIVERSITAS MUHAMMADIYAH YOGYAKARTA
The aim of this research is to find out how content is managed on the Instagram account of the Yogyakarta Muhammadiyah University library. The theory used in this study is The Circular Model of Some from Regina Luttrell (Luttrell, 2015). The subjects in this research are librarians who manage content management on the Instagram account of the Yogyakarta Muhammadiyah University library. Meanwhile, the object of this research is content management on the Instagram account of the Yogyakarta Muhammadiyah University Library. Data collection used in this research includes: interviews, observation, and documentation. The validity test uses an internal validity test, external validity test, reliability test and objectivity test. Data analysis using the model from Miles and Huberman, namely, data collection, data reduction, data presentation, and drawing conclusions. The results of this research state that content management on the Instagram account of the Yogyakarta Muhammadiyah University Library uses four stages. First, the share stage is by determining the content shared on the library's Instagram social media account according to the needs of users, especially students, such as content about procedures for using the UMY ETD, information about Open Access E-Journal, and checking the Turnitin guide. Second, the management stage is by managing the content of the UMY library's Instagram account, such as displaying content according to the UMY library's Instagram rules, namely 4:3 size with the aim of making the library's Instagram account feed neat and clean. Third, the engage stage involves approaching and engaging with the target audience by making free posts in casual language. Fourth, optimize stage by creating a content calendar and utilizing the features available on Instagram. Suggestions from this research hope that the instagram account manager of the Yogyakarta Muhammadiyah University Library can arrange a timeline regarding the time for uploading content on Instagram social media, and be more active in inviting the audience to comment or just ask questions related to the content on the Yogyakarta Muhammadiyah University Library Instagram account
FAKULTAS ADAB DAN ILMU BUDAYA, UIN SUNAN KALIJAGA YOGYAKARTA
MANAJEMEN KONTEN PADA AKUN INSTAGRAM PERPUSTAKAAN UNIVERSITAS MUHAMMADIYAH YOGYAKARTA (Text)
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302.231 Media Komunikasi, Media Massa, Media Sosial