Public institutions, as mandated, have an obligation to conduct public communication. In addition to conveying information that must be known to the public, it also listens to public voices and aspirations related to government input and policies. In 2022, the Communication and Information Services Bureau (KLI) of the Ministry of Finance of the Republic of Indonesia in collaboration with the Center for Communication Studies (PUSKAKOM) LPPSP FISIP UI held a Social Media Audit Research of the Ministry of Finance.
There are three objectives in this research, namely: First, to determine the level of engagement (engagement) in the social media accounts of the Ministry of Finance. Second, to know the factors that influence engagement. Third, to find the personality of the organization in social media posts and, fourth, to provide recommendations for managing social media accounts.
The sample used is all posts made during January 1-November 30, 2022, by 10 (ten) ministry social media accounts along with several Ministry of Finance public officials spread across social media platforms Facebook, Instagram, Twitter and Tiktok. The total number of posts studied reached 4,802 posts.
To find out account performance, social media metrics are carried out using the Fanpage Karma tool. While the factors that influence engagement in social media are examined using quantitative content analysis methods. Various variables are seen starting from 1) Type of Content (informational, entertainment, transactional, relational), 2) Personality (personality), 3) Media Richness, (4) Interactivity, 5) Message Characteristics and 6) Platform Type. The determination of variables and the operationalization of the concept was carried out based on a comprehensive literature review and a rigorous coding process involving ten teams of analysts from the Puskakom LPPSP FISIP UI.
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