Analysis Of Social Media Utilization In Supporting Information Publication At The Ministry Of Health Of The Republic  Of Indonesia

Ersya Shafira Chairani; Hari Otang Sasmita

doi:10.37012/jik.v18i2.3495

Authors

Ersya Shafira Chairani IPB University, Indonesia
Hari Otang Sasmita IPB University, Indonesia

DOI:

https://doi.org/10.37012/jik.v18i2.3495

Keywords:

Content Management, Digital Communication, Health Information, Ministry Of Health, Social Media

Abstract

The development of digital communication has encouraged government institutions to utilize social media as a fast, interactive, and easily accessible channel for publishing health information. This study aims to analyze the use of social media and the content management process in supporting health information publication at the Ministry of Health of the Republic of Indonesia. This research employed a descriptive qualitative approach, with data collected through observation, semi-structured interviews, documentation of social media posts, and literature review. Informants were selected purposively, consisting of media publication managers, social media channel administrators, and content creators. Data analysis was conducted through data reduction, data presentation, conclusion drawing, and triangulation of sources and techniques. The results show that the Ministry of Health of the Republic of Indonesia utilizes various platforms, including Instagram, TikTok, X, YouTube, Facebook, and SnackVideo, according to audience characteristics and message formats. Content management is carried out through the stages of planning, production, content validation, publication, engagement monitoring, and evaluation. The main challenges include maintaining information accuracy, ensuring rapid response, adapting formats across platforms, addressing misinformation risks, and overcoming limitations in data insight-based evaluation. The effectiveness of government social media is determined by message strategy, audience segmentation, engagement quality, and systematic content governance.

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