Abstract
The dissemination of information is carried out in various ways, one of them through Instagram. An Instagram account should not only be a visual performance but also a place for interaction with the public. This research aims to identify a combination of various aspects carried out in the @universitasislambandung account so that it can become an attractive presentation to create an orchestration that is pleasing to the public. The method used in this research is qualitative research. Data collection techniques were carried out by interview, observation and literature study. The results of this research indicate the initial stages of identifying aspects of social media activation in the form of engagement mode on the @universitasislambandung Instagram account with its unique users. The uniqueness can be seen from the combination of the thematic agenda with Unisba's vision and mission which is manifested in publications and interactions in the chat column, in the form of comments and direct messages. This research also produced a number of recommendations to optimize the performance of this Instagram account as a representation of the institutions on syle and delivery mode by utilizing additional features available on Instagram.
Highlights
The current development of communication technology plays a role in shifting Public Relations activities
This research describes the process taken by Kominpro Unisba in deciding the contents and materials, the planning, and the effort put into ensuring a high level of customer engagement (TABLE 1)
“With their background as the social media application that focuses on photo sharing, Instagram possesses a unique characteristic, i.e. landscape photo frame which is similar to Kodak Instamatic and Polaroid
Summary
The current development of communication technology plays a role in shifting Public Relations activities. Technology has been further integrated with Public Relations activities including one that is of universities. It has become a norm when the Public Relations Officers (PRO) of a university optimize the use of social media, Instagram. “Instagram is an application that is used to take pictures, to apply filters to them, and share them with the public across other social media providers, including Instagram itself“ (Zakirah, 2018). Public Relations Officers (PRO) has to be able to formulate the perfect concept, design it into the company or institution’s brand, as well as creating captions that strengthen the message implied in the picture of video which will be posted on their account. There are many entrepreneurs who post pictures and videos without any attractive designs or caption which results in low engagement rate
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