Pengelolaan Akun Instagram @pdamsuryasembada Oleh Humas PDAM Surya Sembada Kota Surabaya

Abstract

Entering the era of Industry 4.0 and Marketing 4.0, the rapid advancement of information technology has significantly transformed how organizations communicate with the public. One major adaptation is the utilization of social media as a platform for digital communication. This study focuses on how the Public Relations Division (Humas) of PDAM Surya Sembada Surabaya manages its Instagram account, @pdamsuryasembada, to build a positive corporate image and strengthen public engagement. The purpose of this research is to analyze the management process of the social media account using the 4C concept (context, communication, collaboration, connection). This study employs a qualitative descriptive approach aimed at understanding digital communication phenomena within their natural context. Data were collected through in-depth interviews and documentation studies related to the Instagram account. Informants consisted of five sources: a Public Relations staff member, two university students as active social media users, a customer, and a social media specialist. Data analysis followed the Miles and Huberman model, which includes data collection, reduction, presentation, and verification. The findings indicate that the Instagram account is managed strategically through six main features: feeds, Instagram Story, comments, direct messages, IG Live, and IGTV. Each feature serves specific purposes in disseminating information, fostering interaction, and strengthening the company’s public image. In conclusion, PDAM Surya Sembada’s Public Relations Division has effectively utilized Instagram as a two-way communication platform to enhance public engagement, ensure transparency of information, and reinforce the institution’s reputation in the digital era.