Social Media Management @pkujogjamedia As Health Promotion Media

Abstract

Social media is a new media that builds on the basis of ideology and web 2.0-based technology which is a way for someone to find information quickly. One of the media used by PKU Muhammadiyah Yogyakarta Hospital is Instagram. The @pkujogjamedia account is managed by public relations and marketing which is used as a tool for distributing information and promoting health. However, the lack of interest of people who tend to choose listening over reading makes social media management less optimal. This study aims to determine how the management of social media management @pkujogjamedia as a health promotion media. Through the theory of social media management according to Regina Luttrell, namely SOME, spreading (Share), optimizing (Optimaze), managing (Manage), involving (Engage). This research uses qualitative methods. Data collection techniques using observation, interviews and documentation. Based on the research that has been done, it can be concluded that the results of the study explain that at the share stage @pkujogjamedia uses social media channels, namely Facebook, YouTube and Instagram. Instagram with 17.3 thousand followers is one of the accounts used in Health promotion. The optimaze stage, monitoring is carried out by seeing how the community appreciates the number of likes, and viewers. Furthermore, the manage stage, @pkujogjamedia has done some content in the form of health information, both posters and videos. The final stage is engage, at this stage @pkujogjamedia collaborates with hospital units in the use of social media, universities and schools by providing health facilities and counseling on health promotion. However, at this time @pkujogjamedia is less effective and too rigid in delivering information or content so that many people only glance at it without reading it. This @pkujogjamedia must be more creative in making content so that it is not monotonous.