Author Information
Charisma Dwi Wijayanti, Universitas Diponegoro, IndonesiaNur Laili Mardhiyani, Universitas Diponegoro, Indonesia
Abstract
The lack of social media management in Lerep Tourism Village has resulted in weak branding and low marketing effectiveness, as reflected by an Instagram engagement rate of @desawisatalerep just 0.44% in March 2024. This study aims to design a public relations strategy to increase the Instagram engagement rate for Lerep Tourism Village. The target audience includes students ranging from kindergarten to university students. Using a four-stage methodology—fact-finding, planning, implementation, and evaluation—the study increased engagement by 1.20% over one month, based on 24 uploaded posts (from 9 May until 4 June 2024). Key factors include consistency in posting time (between 2-4 pm), content frequency (6 posts/week), and the use of informational content and Instagram Reels, which proved most effective in driving engagement. None of the content included a call to action (CTA), indicating further improvement potential in this area.
Paper Information
Conference: KAMC2024Stream: Advertising
This paper is part of the KAMC2024 Conference Proceedings (View)
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To cite this article:
Wijayanti C., & Mardhiyani N. (2024) Implementation of Public Relations Strategy to Increase Engagement Rate on Instagram at Lerep Tourism Village Indonesia ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2024: Official Conference Proceedings (pp. 765-773) https://doi.org/10.22492/issn.2436-0503.2024.66
To link to this article: https://doi.org/10.22492/issn.2436-0503.2024.66
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