ANALISIS ISI KONTEN MEDIA SOSIAL INSTAGRAM @bppsdm_kp DALAM MENINGKATKAN ENGAGEMENT

Abstract

The presence of government institutions on Instagram does not automatically guarantee effective public communication, particularly in driving active engagement from the general public as the primary target audience. This issue is central to the @bppsdm_kp account of the Human Resources Development and Extension Agency for Marine Affairs and Fisheries (BPPSDM KP), which despite being active since 2017 with over 32,000 followers, still sees its interactions predominantly driven by internal staff. This study aims to analyze the content of @bppsdm_kp based on the Four Pillars of Social Media Strategy framework (Lon Safko & David K. Brake) and examine the engagement patterns generated by each content type. A descriptive qualitative content analysis method was employed, with data collected through indepth interviews with three informants from the BPPSDM KP Public Relations Team, digital observation, and documentation study. The findings indicate that all four content pillars — information, education, entertainment, and collaboration — have been implicitly implemented through a weekly content calendar system, yet without explicitly defined proportions. Vocational education and KKP scholarship program content consistently generated the highest engagement by addressing the audience's real needs. Two primary obstacles were identified: limited creativity in original content production and the absence of professional analytics tools. This study concludes that transitioning from operationally-driven to data-based strategically-driven content management is an urgent necessity for @bppsdm_kp to sustainably enhance public engagement.