SOCIAL MEDIA MANAGEMENT STRATEGY INSTAGRAM @RBTV_JOGJA IN PROMOTING RBTV PROGRAMS

Krisnandar, Ramadhana Aura Jamilah (2025) SOCIAL MEDIA MANAGEMENT STRATEGY INSTAGRAM @RBTV_JOGJA IN PROMOTING RBTV PROGRAMS. S1 - Sarjana thesis, Universitas AMIKOM Yogyakarta.

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Abstract

This study aims to analyze the social media management strategy of the Instagram account @rbtv_jogja in promoting RBTV Jogja’s television programs using the 4C theory framework developed by Chris Heuer, which consists of Context, Communication, Collaboration, and Connection. The research employs a qualitative method with a case study approach. Data were collected through in-depth interviews, observations, and documentation involving the social media manager, graphic designer, Instagram followers of RBTV, and external partners. The findings reveal that RBTV Jogja integrates local values into its content strategy, as reflected in the use of the slogan “Asli Jogja” and the adaptation of content to local moments such as Ramadan and Independence Day. Two-way communication is fostered through interactive Instagram features such as comments, direct messages, polls, and stories. RBTV also collaborates with external partners through mutual digital promotion efforts. The connection with the audience is strengthened through visually appealing content, behind-the- scenes posts, and a warm, approachable tone that fosters emotional closeness. The implementation of the 4C strategy demonstrates RBTV Jogja’s ability to adapt to the characteristics of digital audiences while reinforcing its identity as a responsive and relevant local media institution.

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