Electronic Theses and Dissertation

Media Pos Aceh merupakan media lokal di Aceh yang memanfaatkan akun Instagram @posaceh.media sebagai sarana penyebaran informasi untuk menarik minat pembaca terhadap portal berita yang disajikan. Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan akun Instagram @posaceh.media dalam meningkatkan minat pembaca portal berita Media Pos Aceh. Penelitian ini menggunakan Teori Manajemen Media dengan pendekatan POAC (Planning, Organizing, Actuating, dan Controlling) yang dikembangkan oleh George R. Terry. Metode yang digunakan adalah metode kualitatif dengan pendekatan fenomenologi dan jenis penelitian deskriptif. Data dikumpulkan melalui wawancara semi-terstruktur terhadap 6 informan, terdiri dari 3 informan utama (admin portal berita, admin Instagram, dan pimpinan redaksi Media Pos Aceh) serta 3 informan pendukung (pembaca dan pengikut akun Instagram @posaceh.media). Hasil penelitian menunjukkan bahwa pada tahap Planning, Media Pos Aceh menetapkan Instagram sebagai media pendukung untuk mempromosikan berita portal dengan menentukan target audiens dan kriteria pemilihan berita. Pada tahap Organizing, pembagian tugas berjalan terstruktur antara wartawan, redaksi, admin portal, dan admin Instagram. Pada tahap Actuating, berita diolah menjadi konten ringkas melalui judul dan lead yang menarik guna mendorong audiens membuka portal. Pada tahap Controlling, evaluasi dilakukan secara rutin berdasarkan insight Instagram dan Google Analytics. Meskipun demikian, pada tahap Planning ditemukan bahwa perencanaan masih bersifat umum dan belum sistematis karena belum didukung dokumen perencanaan formal, tahapan kerja tertulis, maupun target capaian yang spesifik, serta penentuan target audiens dan kriteria pemilihan berita yang masih berdasarkan asumsi umum, bukan hasil riset data followers atau indikator baku. Pada tahap Controlling juga ditemukan bahwa Media Pos Aceh belum memiliki fitur yang dapat menunjukkan secara langsung perpindahan audiens dari Instagram ke portal berita, sehingga penilaian keberhasilan masih bersandar pada asumsi dan korelasi data seperti jumlah kunjungan, share, dan like. Di sisi lain, ketiga informan pendukung mengaku tertarik membuka portal berita setelah melihat unggahan Instagram karena informasi yang ditampilkan hanya berupa ringkasan. Penelitian ini menunjukkan bahwa meskipun perencanaan dan pengawasan yang diterapkan Media Pos Aceh belum sepenuhnya optimal, penerapan fungsi manajemen POAC secara keseluruhan tetap berperan cukup efektif sebagai sarana awal yang mendorong minat pembaca untuk mengakses portal berita Media Pos Aceh secara lebih mendalam.

Kata Kunci: Instagram, Manajemen Media, Minat Baca, Media Pos Aceh

Pos Aceh Media is a local media outlet in Aceh that utilizes the Instagram account @posaceh.media as a channel for disseminating information to attract readers to its news portal. This study aims to determine how the utilization of the Instagram account @posaceh.media increases reader interest in the Pos Aceh Media news portal. This study uses Media Management Theory with the POAC approach (Planning, Organizing, Actuating, and Controlling) developed by George R. Terry. The method used is a qualitative method with a phenomenological approach and a descriptive research type. Data were collected through semi-structured interviews with 6 informants, consisting of 3 main informants (the news portal admin, the Instagram admin, and the editor-in-chief of Pos Aceh Media) and 3 supporting informants (readers and followers of the @posaceh.media Instagram account). The results show that at the Planning stage, Pos Aceh Media established Instagram as a supporting medium to promote news from the portal by determining the target audience and the criteria for news selection. At the Organizing stage, task division was carried out in a structured manner among journalists, editorial staff, the portal admin, and the Instagram admin. At the Actuating stage, news was repackaged into concise content through attractive headlines and leads to encourage the audience to open the portal. At the Controlling stage, evaluation was conducted routinely based on Instagram insights and Google Analytics. However, at the Planning stage, it was found that the planning was still general and not yet systematic, as it was not supported by formal planning documents, written work stages, or specific achievement targets, and the determination of the target audience and news selection criteria was still based on general assumptions rather than followers data research or standardized indicators. At the Controlling stage, it was also found that Pos Aceh Media did not yet have a feature that could directly show the movement of audiences from Instagram to the news portal, so that success was still assessed based on assumptions and data correlations such as the number of visits, shares, and likes. On the other hand, the three supporting informants admitted being interested in opening the news portal after seeing Instagram posts, as the information displayed was only a summary. This study shows that although the planning and controlling implemented by Pos Aceh Media are not yet fully optimal, the overall implementation of the POAC management functions still plays a fairly effective role as an initial means of encouraging readers to access the Pos Aceh Media news portal in greater depth. Keywords: Instagram, Media Management, Reading Interest, Pos Aceh Media