Electronic Theses and Dissertation

ABSTRAK

Transformasi digital berdampak pada pergeseran profesi komunikasi yang spesifik seperti kehadiran social media specialist. Adaptasi ini diimplementasikan oleh Aceh Camera sejak tahun 2020 sebagai entitas dari proses manajemen dalam strategi untuk meningkatkan efektivitas komunikasi digital. Penelitian ini bertujuan untuk menginterpretasi peran social media specialist dalam meningkatkan promosi pada Instagram @acehcamera dalam koridor teori cyber public relations oleh Bob Julis Onggo dari tahap perencanaan, pelaksanaan, pengelolaan, dan evaluasi. Metode penelitian yang digunakan ialah kualitatif deskripstif melalui wawancara semi-terstruktur, observasi non-partisipan, dan dokumentasi. Hasil penelitian menunjukkan bahwa social media specialist Aceh Camera sangat kreatif dan konsisten melalui enam tugas yang dijalankan yaitu merancang dan melaksanakan strategi media sosial, pengelolaan konten, pengukuran kinerja, interaksi dengan audiens, pemahaman algoritma Instagram, dan manajemen krisis-reputasi. Strategi yang diterapkan terbukti berhasil meningkatkan jumlah pengikut, keterlibatan pengguna, dan penyewaan produk fotografi-videografi di Aceh Camera. Secara akademis, peran social media specialist menjadi bagian dari cyber public relation pada jenis publisitas di bidang multimedia. Penelitian ini diharapkan dapat memberikan pemahaman yang lebih komprehensif mengenai kontribusi social media specialist dalam upaya promosi digital, khususnya di sektor industri media kreatif serta menjadi referensi bagi organisasi lain yang ingin mengoptimalkan penggunaan media sosial Instagram sebagai alat promosi.

Kata Kunci: Social Media Specialist, Instagram, Aceh Camera, Promosi, Komunikasi Digital.

ABSTRACT This research discusses how digital transformation has an impact on shifting specific communication professions such as the presence of social media specialists. This adaptation has been implemented by Aceh Camera since 2020 as an entity of the management process in a strategy to increase the effectiveness of digital communication. This study aims to interpret the role of social media specialists in increasing promotion on Instagram @acehcamera in the corridor of cyber public relations theory by Bob Julis Onggo from the planning, implementation, management, and evaluation stages. The research method used is descriptive qualitative through semi-structured interviews, non-participant observation, and documentation. The results showed that Aceh Camera's social media specialist is very creative and consistent through six tasks carried out, namely designing and implementing social media strategies, content management, performance measurement, interaction with audiences, understanding Instagram algorithms, and crisis-reputation management. The strategies implemented proved successful in increasing the number of followers, user engagement, and photography-videography product rentals at Aceh Camera. Academically, the role of social media specialists is part of cyber public relations in the type of publicity in the multimedia field. This research is expected to provide a more comprehensive understanding of the contribution of social media specialists in digital promotion efforts, especially in the creative media industry sector and become a reference for other organizations that want to optimize the use of Instagram social media as a promotional tool. Keywords: Social Media Specialist, Instagram, Aceh Camera, Promotion, Digital Communication.