JAKARTA (tandaseru.id) – Sub Koordinator Hubungan Pers dan Media Badan Meteorologi, Klimatologi, dan Geofisika (BMKG) Dwi Rini Endra Sari menjelaskan, tanpa konten media sosial, institusi pemerintahan tidak dapat maksimal menyalurkan informasinya kepada masyarakat.
Karena itu, keberadaan media sosial penting untuk diperhatikan dalam memproduksi berbagai pesan.
Hal ini disampaikan Dwi saat menjadi narasumber pada Workshop Pengelolaan Kegiatan Kehumasan yang diselenggarakan Pusat Penerangan Kementerian Dalam Negeri (Kemendagri), Kamis (14/10).
Kegiatan ini melibatkan perangkat kerja seluruh komponen Kemendagri yang bertugas mengelola fungsi kehumasan.
Dwi melanjutkan, karena itu dalam menyampaikan berbagai informasi, BMKG memanfaatkan keberadaan media sosial. Pemanfaatan itu dilakukan dengan berbagai strategi, misalnya membaca demografi para pengguna media sosial.
Dengan cara ini, pengelola media sosial dapat menentukan jenis konten yang dapat diterima oleh para pengguna.
Dwi mengatakan, hasil pembacaan pihaknya, kebanyakan media sosial digunakan oleh para generasi milenial. Dengan kondisi itu, pihaknya melakukan adaptasi dengan budaya milenial, seperti membuat konten yang tidak terlalu kaku dan sebagainya.
Dia menyarankan, agar hal ini juga dilakukan oleh akun instansi pemerintah lainnya, sehingga pesan yang disampaikan dapat diterima oleh generasi milenial.
Selain itu, untuk menarik para pengguna generasi milenial, perlu juga dibuat berbagai konten yang otentik. Dwi menjelaskan sejumlah prinsip yang perlu diterapkan dalam mengelola media sosial.
“Setidaknya terdapat enam prinsip dalam pengelolaan media sosial. Enam prinsip itu adalah kredibel, integritas, profesional, responsif, keterwakilan, dan terintegrasi,” tambahnya.
Selain prinsip-prinsip tersebut, tambahnya, pengelolaan media sosial juga membutuhkan konten-konten yang menarik. Konten menarik ini hanya bisa didapatkan dari hasil pengamatan dan penulisan yang baik.
Meski begitu, kedua hal ini diakui tidak gampang dilakukan, dan sedikit orang yang bisa melakukannya.
Namun dia menekankan, konten yang menarik tidak selalu diproduksi dengan ongkos yang besar. Dwi menceritakan, bagaimana pengalaman BMKG memproduksi konten dengan memanfaatkan sumber daya yang ada.
“Konten-konten yang kami publish di Tiktok dan Instagram, di mana dua platform tersebut merupakan yang paling digandrungi, kebanyakan diproduksi oleh anak-anak magang. Asal proses produksi dan konten yang dibuat tidak kaku dan dapat dijiwai oleh jiwa milenial,” pungkas Dwi.
Sementara itu, narasumber lainnya yakni Sub Koordinator Media Online Kementerian Komunikasi dan Informatika (Kemenkominfo) Annisaa Bonita menyebutkan, terdapat strategi organik yang dapat digunakan untuk merawat media sosial milik institusi. Di antara strategi itu, yakni memanfaatkan fitur-fitur yang telah tersedia di platform media sosial yang digunakan.
“Sebagai contoh, kami sendiri melakukan pembacaan terhadap follower kami dan menemukan bahwa follower kami didominasi oleh penggemar Wibu. Akhirnya kami menggunakan filter anime yang tersedia di Instagram untuk menyampaikan informasi,” jelas Bonita.
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