EVALUATION OF THE USE OF INSTAGRAM SOCIAL MEDIA AT CAMP404 (PT. KAMPUS INOVASI DIGITAL)

Abstract

Indonesia is one of the countries with the largest number of Instagram users in the world, contributing to this trend due to the increase in Instagram users for business purposes. In January 2024, Instagram ranked second with a user share of 85.3%. Instagram was created with a brand image as a multifunctional social media application with many features, both main and supporting features. The main features of Instagram are uploads, stories, reels, live broadcasts, and direct messages. Supporting features include comments, saves, shares, link copying, adding to stories, and many other supporting features. Among the many initiatives by businesses to develop virtual-based courses or training programs, PT. Kampus Inovasi Digital, also known by its brand name Camp404, is one of the pioneers in establishing short-term intensive digital training programs or bootcamps in Indonesia. Summary data on the number of followers and interactions on the Camp404 account. The results show that the minimum average number of followers that an Instagram account with 20,000 to 100,000 followers needs to have in order to achieve stable interaction on Instagram is 5.1%. According to the results, Camp404 has 21,185 followers, but the number of interactions only reaches 221 accounts, so the average number of interactions owned by the Camp404 Instagram account only reaches 0.28%. Through this study, the researcher aims to determine the use of Instagram social media on Camp404. The researcher uses the SOME model as the theoretical basis for this study. The Circular Model of SOME was developed by Regina Luttrell. Regina Luttrell's theory is found in a book titled Media Social How to Engage, Share, and Connect, published in 2015. The Circular Model of SOME has important stages that need to be considered in managing social media. There are four aspects in this theoretical model, namely Sharing, Optimize, Manage, Engage.