STRATEGI KONTEN INSTAGRAM WILDLIFE RESCUE CENTER (WRC) JOGJA UNTUK MENANGANI KRISIS FINANSIAL WILDLIFE RESCURE CENTER (WRC) JOGJA’S INSTAGRAM CONTENT STRATEGIES TO HANDLE FINANCIAL CRISIS

Abstract

Abstrak

            Penelitian ini bertujuan untuk: 1) Mengetahui bagaimana strategi yang digunakan Wildlife Rescue Center (WRC) Jogja dalam mengelola akun instagram, 2) Mengetahui jenis konten yang diproduksi media sosial Intagram Wildlife Rescue Center (WRC) Jogja, 3) Mengetahui bagaimana proses produksi konten yang dilakukan Wildlife Rescue Center (WRC) Jogja. Penelitian ini merupakan penelitian dengan pendekatan kualitatif deskriptif dengan menggunakan dua teori utama Model The Circular Model of SOME dan Situational Crisis Communication Theory (SCCT) yang membahas pengelolaan media sosial dan manajemen krisis. Data diperoleh dari informan penelitian pengelola akun Instagram WRC Jogja, pihak internal organisasi, dan khalayak followers akun Instagram dengan teknik purposive sampling.  Teknik pengumpulan data primer bersumber dari wawancara dan diperkuat data sekunder berupa literatur terkait terutama akun Instagram @wrc_jogja. Data yang diperoleh diolah menggunakan logika induktif abstraktif dibahas dari khusus ke umum berdasarkan teori Huberman dan Miles. Hasil penelitian menunjukkan: 1) Pendekatan konten yang edukatif, humanis, dan interaktif membantu WRC Jogja dalam menangani krisis finansial, 2) WRC Jogja sangat memperhatikan detail informasi yang hendak dibagikan kepada publik, 3) Penempatan manajer divisi konservasi sebagai juru bicara lembaga terhadap media massa memainkan peran agar informasi seputar krisis tidak beredar secara liar.

Kata kunci : manajemen krisis, pengelolaan media sosial, strategi pengelolaan media sosial, media sosial Instagram

Abstract

            This research was aimed to: 1) Knowing what strategies used by Wildife Rescue Center (WRC) Jogja in managing Instagram account, 2) Knowing the types of content that has been produced by Wildlife Rescue Center (WRC) Jogja’s Instagram social media, 3) Knowing the content production process done by Wildlife Rescue Center (WRC) Jogja. This research was a research that used descriptive qualitative approach with two major theory which were Model The Circular Model of SOME and Situational Crisis Communication Theory (SCCT) which discussed about social media and crisis management. The data were obtained from research informant of WRC Jogja Instagram account manager, organization’s internal side, and the Instagram account followers with purposive sampling technique. The primary data collection technique was sourced from interviews and were strengthened with secondary data such as related literature including @wrc_jogja Instagram account. The obtained data then were processed using abstractive inductive logic and discussed from specific to general according Huberman and Miles theory. The research results showed that: 1) Content approach which were educative, humanist, and interactive helped WRC Jogja in handling financial crisis, 2) WRC Jogja were very considerate of the information’s details which would be spread to the public, 3) The assignment of conservation division manager as agency spokeperson on mass media played a role so that information about the crisis was not illegally spread.

Keywords : crisis management, social media management, social media management strategies, Instagram social media