Communication Strategy of Tasikmalaya City Diskominfo in disseminating health information and education through Instagram in 2024
Keywords:
Communication Strategy, Social media, Instagram, Health education, DiskominfoAbstract
This study aims to analyze the communication strategy of the Department of Communication and Informatics (Diskominfo) of Tasikmalaya City in delivering health information and education through its official Instagram account, @kominfo_pemkot_tsm, during the 2024 period. The main focus of this research is to identify the implemented communication strategy, assess message effectiveness, and examine the two-way interaction between the government and the public. This research uses a qualitative approach with a case study method, as it allows for an in-depth exploration of the public communication practices carried out by Diskominfo. Data was collected thru in-depth interview, observation, and documentation. The research results indicate that the communication strategy of the Tasikmalaya City Diskominfo is based on the Circular of S-O-M-E (Share, Optimize, Manage, Engage) model and the principles of symmetrical two-way communication. Diskominfo leverages cross-departmental collaboration, public issue mapping, and adapting communication styles to audience characteristics to enhance message effectiveness. Communication success indicators are measured thru social media insights, audience feedback, and changes in public behavior toward health issues. In conclusion, the communication strategies implemented were informative, participatory, and responsive, demonstrating high effectiveness in building public engagement and strengthening the local government’s image as a credible and educational source of information.
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