Pembuatan Buku Panduan Optimalisasi Media Sosial Instagram untuk Meningkatkan Online Engagement di PT PLN (Persero) UPDL Pandaan

Abstract

PT PLN (Persero) UPDL Pandaan has not yet established a written guideline for managing its Instagram account, resulting in inconsistent content management, including a lack of visual consistency, non-standardized captions, and irregular posting schedules, which has led to suboptimal online engagement. This study aims to develop an Instagram Social Media Management Guidebook and evaluate its effectiveness in improving online engagement. The research employed the Action Research method based on the Kemmis and McTaggart model, comprising planning, action, observation, and reflection across two cycles. Data were collected through observation, interviews, documentation, and questionnaires. The guidebook was assessed using four dimensions—feasibility, utility, accuracy, and propriety—while online engagement was measured using the Engagement Rate by Reach (ERR) derived from Instagram Insights data. The results showed that the guidebook's quality improved across each cycle on all four dimensions, and its implementation enhanced the quality of Instagram management and increased online engagement, as reflected in improved evaluation results and higher audience interaction. These findings indicate that the guidebook is feasible, useful, accurate, and effective, making it suitable as an operational reference for Instagram management at PT PLN UPDL Pandaan, with future studies encouraged to extend its implementation to other social media platforms.