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.
Author Information
Charisma Dwi Wijayanti, Universitas Diponegoro, Indonesia
Nur Laili Mardhiyani, Universitas Diponegoro, Indonesia
Paper Information
Conference: KAMC2024
Stream: 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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