Optimization of Mass Communication through Instagram Social Media by the Public Relations of Aletheia Christian School in Ampenan

Abstract

In this era of rapidly developing information and communication technology, social media has become the primary tool for disseminating public information. This study attempts to optimize mass communication on Instagram social media by the Public Relations Department of Aletheia Christian School Ampenan.. This study uses a qualitative descriptive method with data collection techniques through in-depth interviews, observation, and literature study. The results of this study show that the Public Relations Department of Aletheia Christian School Ampenan optimizes Instagram attributes such as Feeds, Reels, Stories, and Highlights to disseminate news about school activities and increase engagement with the community. Digital strategies such as content planning, copywriting, and regular posting can enhance the school's reputation as a learning organization that is adaptive to technology. However, this study also found several obstacles, namely changes in the Instagram algorithm, low audience participation, and limited human resources in the fields of graphic design and digital analysis. On the other hand, the social media optimization carried out by Aletheia Ampenan Christian School has had a positive impact on increasing transparency and public trust in information. This study hopes to serve as a reference for other educational institutions to implement effective digital communication strategies in the modern era.