INSTAGRAM SOCIAL MEDIA CONTENT MANAGEMENT IN FAMILY PLANNING COORDINATING BOARD WEST NUSA TENGGARA PROVINCE AS PUBLIC RELATIONS STRATEGIES TO CREATE BRAND AWARENESS

Puala Nesha Setyaningsih, I Wayan Suadnya, Shinta Desiyana Fajarica

Abstract


Family Planning Coordinating Board (FPCB) West Nusa Teggara (WNT) Province is a family
planning and controlling institution. This institution has used Instagram, a social media platform as its
channel to publish its programs and events since 2017. Nowadays, this institution tries to build its own
brand as an educative intuition for family planning and controlling through Family Planning (KB) and
Planning Generation (GenRe) program. The study sets to describe the WNT FPCB brand awareness
achievement through management social media content activities. Moreover, descriptive qualitative, a
case study method has been employed. Purposive sampling Technique has been assigned to select the
correspondence. Observation, deep interview and document research were utilized to collect the data.
The validity and reliability test were done by triangulation and member check. The result showed that
according to Metrics Framework Public Relations Activity, brand awareness through media social content
management activity have not been met by WNT FPCB.
Key Word: Management, Social Media Content, Brand Awareness


Keywords


Management, Social Media Content, Brand Awareness

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DOI: https://doi.org/10.29303/jcommsci.v3i1.62

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