STRATEGI PEMANFAATAN AKUN MEDIA SOSIAL INSTAGRAM @ SUGENG_AND_FRIENDS SEBAGAI ALAT KOMUNIKASI STRATEGIS PT. PLN (PERSERO) UID S2JB DI ERA DIGITAL

Abstract

This study aims to analyze the strategy behind the utilization of the Instagram account @sugeng_and_friends by PT. PLN (Persero) Unit Induk Distribusi Sumatera Selatan, Jambi, and Bengkulu (UID S2JB) as a strategic communication tool in the digital era. The research method used is descriptive qualitative with a case study approach. Data were collected through observation, interviews, and documentation. The results show that PT. PLN UID S2JB uses Instagram as a platform for electricity education, delivering up-to-date information, and building the company’s public image. The communication strategies implemented include the use of interactive features, consistent posting frequency, and responsiveness to user interactions. This use of social media has proven effective in reaching various segments of the community and increasing public awareness of electricity services.