Optimalisasi Pengelolaan Media Sosial Instagram BP Batam dalam Meningkatkan Citra sebagai Lembaga Pemerintah di Kawasan Free Trade Zone Batam

Abstract

Digital transformation has reshaped the way governments communicate with the public through the use of social media as a platform for information dissemination, enhanced transparency, and institutional image building. BP Batam utilizes its official Instagram account, @bpbatam, as a public communication channel to strengthen public trust and disseminate information regarding the management of the Batam Free Trade Zone. This study aims to analyze the management of BP Batam's Instagram account using the SOME (Share, Optimize, Manage, and Engage) model. A descriptive qualitative approach was employed, with data collected through observations, documentation, and interviews with BP Batam's Public Relations personnel. The findings indicate that the Instagram account has been managed systematically through structured content planning, the use of appropriate visual design and communication style, publication management based on a multi-level approval process, and efforts to enhance audience engagement by delivering informative content aligned with institutional activities and relevant events. Although these strategies have contributed to the effectiveness of public communication, improvements are still needed in audience segmentation, the development of a more comprehensive content calendar, and the enhancement of follower participation through more proactive engagement strategies. The implementation of the SOME model provides a systematic framework for managing government social media, thereby improving the quality of digital public communication. Furthermore, the model contributes to building a professional, transparent, and responsive institutional image while strengthening the relationship between the government and the public in the digital era.