Prasetyo, Dwi Angga and , Drs. Joko Sutarso, M.Si (2025) STRATEGI PENGELOLAAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI WISATA DI KABUPATEN BOYOLALI (Studi Pada Akun Instagram @wonderful_boyolali. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the management strategy of an Instagram account as a tourism promotion medium in Boyolali Regency, with a case study on the account @wonderful_boyolali. The research employed a qualitative descriptive method with a case study approach, using in-depth interviews and documentation of posted content. The results indicate that the account applies the four stages of social media management according to Friedrichsen and Wolfgang (2013), namely Define the Value Proposition, Segmentation, Targeting, and Positioning, Operations and Delivery Process, and Measurement and Feedback. These stages are implemented in a structured manner, from determining content value, identifying target audiences, producing visual content, to evaluating effectiveness based on user engagement. However, the implementation is not yet fully optimal, with limitations in formulating a unique value proposition, audience segmentation, content variety, and evaluations that still focus on quantitative metrics. The study concludes that the management strategy of @wonderful_boyolali needs further development to become more applicable and sustainable in supporting tourism promotion in Boyolali Regency.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Management Strategy, Social Media, Tourism Promotion, Instagram, Boyolali |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management > Promosi H Social Sciences > HD Management, Business and Labor > Management > Promosi > Promosi Online H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media > Instagram |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | DWI ANGGA PRASETYO |
| Date Deposited: | 09 Jan 2026 02:30 |
| Last Modified: | 09 Jan 2026 02:32 |
| URI: | http://eprints.ums.ac.id/id/eprint/140147 |
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