Exploring production management and social media strategy mapping in educational institutions

Khairunnisa Devani Aqtus Permana  Putri; Melisa Bunga  Altamira

doi:10.55942/pssj.v6i1.1075

Authors

Khairunnisa Devani Aqtus Permana Putri Program Pendidikan Vokasi Universitas Indonesia https://orcid.org/0009-0006-3131-0126
Melisa Bunga Altamira Program Pendidikan Vokasi Universitas Indonesia https://orcid.org/0000-0002-2474-1319

DOI:

https://doi.org/10.55942/pssj.v6i1.1075

Keywords:

Content production management, content mapping, Instagram

Abstract

Information technology continues to evolve, requiring society to adapt quickly. This acceleration has led to digital technology disruption, resulting in massive changes to human life, such as in production, distribution, and advertising in the media. Several educational institutions have used Instagram to connect various elements both inside and outside the campus, one of which is the UI Vocational Education Program on Instagram @vokasi_ui. UI Vocational continues to creatively produce content related to education and entertainment. This study uses a qualitative descriptive approach with field research methods, using observation and document study as data collection methods. Production management and content mapping on the @vokasi_ui Instagram account are carried out through content diversity, consistency of uploads, utilization of Instagram features, and interaction with followers through the stages of planning, organizing, actuating, and controlling.

Author Biographies

Khairunnisa Devani Aqtus Permana Putri, Program Pendidikan Vokasi Universitas Indonesia

Khairunnisa Devani Aqtus Permana Putri is a Lecturer from Vocational Education Program, Universitas Indonesia. Her research interest on Marketing Communication, Social Media, and Multimedia Broadcasting, Public Relations.

Melisa Bunga Altamira, Program Pendidikan Vokasi Universitas Indonesia

Melisa Bunga Altamira is a Lecturer from Vocational Education Program, Universitas Indonesia. Her research interest on Applied Communication, Public Relations, Organizational Communication, Multimedia Broadcasting, Interpersonal Communication, Environmental Communication.

References

Assauri, S. (2018). Manajemen Operasi Produksi Edisi 3. Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia.

Atmoko, B. D. (2012). Instagram Handbook Tips Fotografi Ponsel. Jakarta: Mediakita.

Atton, C., & Hamilton, J. F. (2008). Alternative Journalism. SAGE.

Aziz, M. H. (2023). Prototipe Model Komunikasi Digital Pariwisata Berbasis Integrated Marketing Communication (IMC). CoverAge: Journal of Strategic Communication, 14(1), 37-49. https://doi.org/10.35814/coverage.v14i1.5341

Azzahra, N. R. F. (2024). Analisis komparasi sentimen positif pada media sosial dan pemberitaan brand kecantikan Somethinc. Harmoni Jurnal Ilmu Komunikasi Dan Sosial, 2(3), 23–37. https://doi.org/10.59581/harmoni-widyakarya.v2i3.3625

Dahlgren, P. (2004). Cultural Studies as a Research Perspective: Themes and Tensions. In Routledge eBooks (pp. 62–79). https://doi.org/10.4324/9780203201824-9

Eka, C., Fatahillah, R., Sarsono, A., Hanavi, A., & Sitorus, P. (2021). Pengaruh Tipe Post, Waktu Post, Testimoni Dan Follower Instagram Terhadap Minat Beli Konsumen. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 1(1), 91-100.

Fanani, M. R., & Kusumandyoko, T. C. (2024). Pengembangan Konten Instagram Sebagai Media Promosi Pondok Pesantren Sabilillah Surabaya. BARIK-Jurnal S1 Desain Komunikasi Visual, 6(2), 79-89.

Farid, M., Farhah, E., & Budaya, K. (2021). Pemanfaatan Algoritma Instagram dalam Meningkatkan Promosi ODTW Budaya (Studi Kasus di @KampungbudayaPijiWetan). Cakra Wisata, 22(2), 1–8. https://jurnal.uns.ac.id/cakra-wisata/article/view/50407

Frey, A. (2023, March 16). Once you spot Gen Z’s favorite colors, you’ll see them everywhere. Fast Company. Retrieved December 26, 2024, from https://www.fastcompany.com/90865212/once-you-spot-gen-zs-favorite-colors-youll-see-them-everywhere

Kasali, R. (2017). Disruption : tak ada yang tak bisa diubah sebelum dihadapi motivasi saja tidak cukup. Jakarta: Gramedia Utama.

Kingsnorth, S., (2016). Digital Strategy. Philadelphia: Kogan Page Limited

Kurli, A., Hidayat, I., & Elserisa, L. (2023). Penggunaan media sosial dalam membranding lembaga pendidikan. Abhakte Jurnal Pengabdian Kepada Masyarakat, 1(1), 29–37. https://doi.org/10.24929/abhakte.v1i1.2421

Li, Y., Zhuo, J., Fan, L., & Wang, H. J. (2021). Culture-inspired Multi-modal Color Palette Generation and Colorization: A Chinese Youth Subculture Case. IEEE 4th International Conference on Multimedia Information Processing and Retrieval (MIPR), 382–385. https://doi.org/10.1109/mipr51284.2021.00071

Neuman, W. L. (2014). Social Research Methods:Qualitative and Quantitative Approaches: Pearson New International Edition.

Permana, A. A., Jupriono, & Muthmainnah, A. N. (2024). Manajemen produksi konten Instagram Radio Global FM Surabaya dengan segmen keluarga dan perempuan. Prosiding Seminar Nasional Mahasiswa Komunikasi (SEMAKOM), 02(02).

Rachman, A. (2009). Dasar-dasar penyiaran. Pekanbaru, Witra Irzani.

Rakhmat, J. (2017). Metode Penelitian Komunikasi. Bandung: Simbiosa Rekatama Media.

Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2020). The role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53(1), 47–65. https://doi.org/10.1016/j.intmar.2020.05.001

Thompson, A. (2024, August 28). Digital 2024: 5 billion social media users - We Are Social Indonesia. We Are Social Indonesia. https://wearesocial.com/id/blog/2024/01/digital-2024-5-billion-social-media-users/

Vebrynda, R. (2022). MANAJEMEN PRODUKSI KONTEN ‘SKETSAMU’ DI YOUTUBE MUHAMMADIYAH CHANNEL. WACANA Jurnal Ilmiah Ilmu Komunikasi, 21(2), 164–177. https://doi.org/10.32509/wacana.v21i2.1999

Weihrich, H., Koontz, H., & Cannice, M. (2020). Management: A Global, Innovative, and Entrepreneurial Perspective.