Social Media and Government: The Effectiveness of Instagram as Socialization Media for Merdeka Belajar Kampus Merdeka (MBKM) Program by Ministry of Education and Culture, Republic of Indonesia

Abstract

The current use of Cyber PR is not only limited to the business sector, but also to the government sector, where social media is used to convey public information. One of the government institutions that is active in the use of social media is the Ministry of Education and Culture of the Republic of Indonesia, especially for the socialization of Merdeka Belajar Kampus Merdeka (MBKM) program. From the 4 social media accounts used, the most followed account is Instagram. This study aims to measure the effectiveness of Instagram in the socialization of Merdeka Belajar Kampus Merdeka (MBKM) program by the Ministry of Education and Culture of the Republic of Indonesia. This study uses 4 components in the use of social media to measure its effectiveness: context, communication, collaboration, and connection. The research uses survey method with quantitative approach. Data are collected through questionnaire and measured using the Likert Summated Rating (LSR) method. The results of the study show that the socialization of Merdeka Belajar Kampus Merdeka (MBKM) program through Instagram by the Ministry of Education and Culture of the Republic of Indonesia is very effective. This is proven by the total score of 8694 in the range > Q3 to A, which means it is very effective. In addition, the socialization of the Merdeka Belajar Kampus Merdeka (MBKM) program on Instagram opens a space for dialogue and builds closeness between government institutions and the community. Through the production of content uploaded to @kampusmerdeka.ri account, the Indonesian Ministry of Education and Culture seeks to disseminate MBKM information directly to users.