In digital era, the government utilizes social media as a means of public communication. Communication strategies are employed to ensure that messages are delivered effectively and help build a positive image. This study aims to explore the communication strategy of the social media team of the Public Relations Division of the South Tangerang City Government (@humaskotatangsel) in delivering public information.
The theoretical foundation used in this research is the Social Information Processing Theory. This theory explains how interaction is formed through non-face-to-face communication, specifically through computer-mediated communication, including social media.
This study uses a qualitative approach with a post-positivist paradigm. The research method applied is a case study with a descriptive nature. Data collection techniques include in-depth interviews, observation, and documentation. The data analysis techniques consist of data reduction, data presentation, and conclusion drawing.
The findings reveal that the communication strategies of @humaskotatangsel in delivering public information are carried out through the stages of interpersonal information, impression formation, and relationship development, combined with the characteristics of social media. The use of appropriate language style, visual symbols, and responsive interaction enables the public relations team to successfully disseminate information and build a positive image of the public.
In conclusion, the communication strategies of the Tangerang Selatan City Government Public Relations social media team effectively facilitate the delivery of public information, strengthen interactions between the government and the public, and contribute to the construction of a positive government image in the digital sphere.