Putri, Bella Avianda (2025) STRATEGI PENGELOLAAN MEDIA SOSIAL AKUN INSTAGRAM @WEPOSE.INDONESIA DALAM MENINGKATKAN COMMUNITY ENGAGEMENT. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to evaluate the social media utilization strategy implemented by the Instagram account @wepose.indonesia in strengthening community engagement. WEPOSE Indonesia is a non-profit organization working in the field of empowering children from marginalized groups in Surabaya, using Instagram as the main channel for disseminating information, creating interaction, and encouraging community participation. The research method employed is qualitative descriptive, utilizing data collection techniques such as in-depth interviews and analysis of digital documents, which were then analyzed using the Miles and Huberman approach. The research findings reveal that WEPOSE's success in fostering community engagement is driven by systematic content planning, optimization of Instagram's interactive features such as Reels, Stories, Live, and Direct Message, and regular evaluation through the use of the Insights feature. This approach aligns with the SOME framework (Share, Optimize, Manage, Engage), enabling active, open, and relevant communication between the community and its audience. Challenges such as limited manpower and team consistency were addressed through strong teamwork and efforts to strengthen internal capacity. Audience engagement is not only realized online but also through direct contributions as volunteers on the ground. With a flexible and human-centered approach, WEPOSE's social media strategy successfully builds a friendly and participatory digital space, serving as an effective model for other nonprofit organizations in fostering sustainable relationships with the public. Keywords: Community Engagement, Instagram, Communication, Nonprofit Community, Social Media, Strategy
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD30.3 Communication in Organizations |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Bella Avianda Putri | ||||||||
| Date Deposited: | 21 Jul 2025 04:42 | ||||||||
| Last Modified: | 21 Jul 2025 04:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40176 |
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