CONTENT MANAGEMENT OF INSTAGRAM KEMENKO PMK IN FORMING BRAND AWARENESS (Case Study on Instagram @kemenko_pmk)

Abstract

Instagram ussage is often used as a tool to deliver messages to public, such as to build brand awareness with eWOM (Electronic Word of Mouth), who created by user comments about products or services posted. Purpose of this study are to find out how social media team manage an information for create brand awareness and how public awareness about that content. Using message management theory and brand awareness, this study use a constructivist paradigm with a case study method. The researcher used in-depth interviews with 3 informants of Kemenko PMK instagram and 15 followers. Technical analysis with data reduction, data display, decision making and verification. Data validity checking techniques with triangulation source. The results showed that managing Instagram, Kemenko PMK team was not carry out their duties effectively so instagram is not interactive and not interesting, so public does not know the roles, functions and tasks of Kemenko PMK because the lack of information provided. The suggestion is to be able to set audience and content strategy, implement copy writing, reproduce interesting content and make Instagram as 2-way social media communication.