Social Media and Government: The Effectiveness of Instagram as Socialization Media for Merdeka Belajar Kampus Merdeka
(MBKM) Program by Ministry of Education and Culture, Republic of Indonesia
Anindita Susilo1*, Yuni Tresnawati1, Winny Kresnowiati1, Endri Listiani2
1 Faculty of Communication Science, Universitas Mercu Buana, Jakarta, Indonesia
2 Faculty of Communication Science, Universitas Islam Bandung, Bandung, Indonesia
*Corresponding Author: [email protected] Accepted: 15 July 2022 | Published: 1 August 2022
DOI:https://doi.org/10.55057/ajress.2022.4.2.17
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Abstract: The current use of Cyber PR is not only limited to the business sector, but also to the government sector, where social media is used to convey public information. One of the government institutions that is active in the use of social media is the Ministry of Education and Culture of the Republic of Indonesia, especially for the socialization of Merdeka Belajar Kampus Merdeka (MBKM) program. From the 4 social media accounts used, the most followed account is Instagram. This study aims to measure the effectiveness of Instagram in the socialization of Merdeka Belajar Kampus Merdeka (MBKM) program by the Ministry of Education and Culture of the Republic of Indonesia. This study uses 4 components in the use of social media to measure its effectiveness: context, communication, collaboration, and connection. The research uses survey method with quantitative approach. Data are collected through questionnaire and measured using the Likert Summated Rating (LSR) method. The results of the study show that the socialization of Merdeka Belajar Kampus Merdeka (MBKM) program through Instagram by the Ministry of Education and Culture of the Republic of Indonesia is very effective. This is proven by the total score of 8694 in the range > Q3 to A, which means it is very effective. In addition, the socialization of the Merdeka Belajar Kampus Merdeka (MBKM) program on Instagram opens a space for dialogue and builds closeness between government institutions and the community. Through the production of content uploaded to @kampusmerdeka.ri account, the Indonesian Ministry of Education and Culture seeks to disseminate MBKM information directly to users.
Keywords: Social Media, Socialization, MBKM
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1. Introduction
The birth of the internet as a result of the development of information technology brought many changes to various aspects of human life. One of the changes that occur from the presence of the internet is the way humans can meet the needs of information and news. In the past, the fulfillment of information and news needs was obtained through conventional media, now turning to new media that uses the internet as the basis of technology.
The presence of the internet has also become the forerunner of the birth of social media which is currently a major need for humans. Based on data released by We Are Social, it is noted that
internet users in Indonesia are 73.7% of Indonesia's population. From the total population in Indonesia, 68.9% of them are social media users (We Are Social, 2022).
The emergence of internet technology not only has an impact on individuals, but also for companies and even government institutions. Public Relations practices and activities which usually focus on conventional media have also experienced a shift, utilizing new media.
Therefore, a new term emerged in the field of public relations, called Cyber Public Relations.
In general, Cyber PR is a public relations activity that utilizes new media as a means of publicity (Onggo, 2004). The results of research conducted by Anindita show that through Cyber PR, companies can build closeness with the public / public engagement (Susilo & Fauzy, 2021). Thus, it can be said that Cyber PR are not only carried out on the basis of technological developments, but also because of the need to maintain relationships with stakeholders. This is of course in line with one of the functions of Public Relations, namely to foster a harmonious relationship between the organization and its public as the target audience. (Cutlip, 2013).
The use of Cyber PR is not only limited to the business sector, but also to the government sector, where social media is used to convey public information. One of the government institutions that is active in the use of social media is the Ministry of Education and Culture, Republic of Indonesia, under the leadership of Minister Nadiem Makarim, who is known as a technology savvy. During his tenure as Minister, he presented many innovations, among which the largest was the Merdeka Belajar Kampus Merdeka (MBKM) policy which aims to increase the competence of graduates to be more prepared and relevant to the needs of the times (Kementerian Pendidikan dan Kebudayaan, 2021). This MBKM policy is targeted at students whose institutions are registered in the Higher Education Database. Therefore, good and effective socialization activities are needed so that the message conveyed can be accepted by the target audience. Various efforts have been made by the Ministry of Education and Culture, especially the Directorate General of Higher Education to socialize MBKM programs, one of which is by using digital media, which is considered very appropriate and suitable for targeting the target audience, especially during the current pandemic.
On the MBKM website (kampusmerdeka.kemdikbud.go.id), it is written that at least four platforms are owned, namely Facebook, Twitter, Instagram, and Youtube. From all social media, the most followed account is Instagram. The following is a comparison of the number of followers on each MBKM social media account that is used to socialize the various programs offered:
Table 1: Comparison of Followers on MBKM Social Media Account
Social Media Account Number of Followers
Instagram @kampusmerdeka.ri 280.000
Facebook Kampus Merdeka RI 3.205
Twitter @KampusMerdekaRI 766
(as of December 16, 2021)
In addition, data from We Are Social also shows that Instagram is platform third most frequently used social media. Therefore, in this study, the effectiveness of Instagram in the socialization of Merdeka Belajar Kampus Merdeka program. Respondents in this study were students following the Instagram account @kampusmerdeka.ri.
Based on the explanation above, the researchers are interested in seeing "How is the effectiveness of Instagram as a medium for socializing the Merdeka Belajar Kampus Merdeka
(MBKM) program by the Ministry of Education and Culture of the Republic of Indonesia?".
In accordance with the research background and problem formulation, the objectives of this research are to measure the effectiveness of Instagram as a medium for socializing the Merdeka Belajar Kampus Merdeka program by the Ministry of Education and Culture of the Republic of Indonesia. This research is expected to contribute ideas, information, benefits, and study materials in communication science, especially in New Media and Cyber PR and become a reference for the Ministry of Education and Culture and other institutions to maximize the use of media and develop the implementation of Cyber PR in policy dissemination or other programs.
2. Literature Review
Research on social media, especially the effectiveness of social media is not new. There are several previous studies that have become a reference for researchers in conducting this research, one of which is the Utilization of Social Media Instagram @satgascovid19.id in Fulfilling the Need for Information about Covid-19 (Survey on People of DKI Jakarta) published in the e-Bangi Journal. of Social Sciences and Humanities Vol 18 No 7 (2021) (Prasetyo, Endri, & Amrullah, 2021). The purpose of this study is to describe the use of social media Instagram in meeting the information needs of the people of DKI Jakarta regarding Covid-19. The research method used is a survey and the results show that the use of social media Instagram @satgascovid19.id is considered effective in meeting information needs about Covid-19. People have a tendency to seek information about Covid-19 through Instagram compared to other media. In contrast to previous research, this research focuses on the effectiveness of Instagram social media in socializing Merdeka Belajar Kampus Merdeka program which was just launched by the Ministry of Education and Culture in 2021, using a quantitative approach and survey methods. On the other hand, the similarity between previous research and the research to be carried out is in the concept used, namely social media which can be categorized into the cyber PR realm. Thus, previous research has contributed in providing a strengthening of the concept and can also be a comparison for the results of this study.
New Media
New media theory is a theory developed by Pierre Levy, who suggests that new media is a theory that discusses the development of media. In the theory of new media, there are two views, the first is the view of social interaction, which distinguishes the media according to their proximity to face-to-face interactions. Pierre Levy views the World Wide Web (WWW) as an open, flexible and dynamic information environment, which allows humans to develop new knowledge orientations and also engage in a more interactive and community-based democratic world of mutual sharing and power-giving.
According to Carey in (McQuail, 2011) new media are internet-based media using computers and sophisticated mobile phones. The two main forces of early change were satellite communications and the use of computers. The key to the great power of the computer as a communication engine lies in the digitization process that allows all forms of information to be carried efficiently and intermingled.
On the other hand, Chun in (Romli, 2018), new media is a simplification of terms (simplification) of the five conventional mass media, such as television, radio, magazines, newspapers, and films. However, the nature of new media is fluid, individual connectivity, and becomes a means to share a role of control and freedom. New media emerges with the
development of digital technology which has characteristics including: interactive, hypertextual, networking, virtual, and simulation.
Social media
In the era of new media and cyber media as it is today, social media is no less attracting attention because of its development. The development of social media occurs in various aspects, for example, social media is a means of disseminating information to news to others.
By using the unification of the concepts of sociology and technology, social media changes the audience that was previously only the party who received the message or content, now becomes the party who markets the content itself. Social media can be understood as a group of new types of online media with the following characteristics: participation, openness, discussion, community, links. (Mayfield, 2008)
The effectiveness of social media can be seen through the variables elaborated by Chris Heuer in a book entitled “Engage: The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success on The Web”, namely the four components (4C) in the use of social media, which consist of:
1) Context (how we frame our stories), which is how the message is formed, how the content of the message and what kind of language needs to be used.
2) Communication (the practice of sharing our sharing story as well as listening, responding, and growing), which is the way to package and share messages.
3) Collaboration (working together to make things better and more efficient and effective), which is how the sender and receiver of the message work together to make good things more effective and efficient.
4) Connection (the relationships we forge and maintain), which is to do things continuously so that audiences / users feel closer to content creators. (Solis, 2010) Public Relations
In an organization, a special forum is needed to deal with problems related to communication for both internal and external publics. The forum is public relations which aims to uphold and develop a favourable image for the organization or agency, towards internal and external public targets.
Public Relations is the art and science of sharing the results of discussions, protecting and maintaining relevant news and information growing attached to the image, in the awareness of building a reputation. Therefore, today's Public Relations is more concerned with two-way communication. Unlike the Public Relations in the past, which communicated in one direction, now a Public Relations officer is also open to receiving input and suggestions, discussing to achieve an optimal understanding of a problem.
According to Cutlip, Center, and Broom Public Relations can run well and achieve their goals, so we need a method of stages or steps of the Public Relations which is the basis, namely:
defining the problem (fact finding), planning, action and communication, evaluation (Cutlip, 2013).
Public Relations is said to have a function if it can show an activity that is clear and different from other activities within a company. The function of Public Relations is as follows:
1) Support management activities in achieving organizational/company goals.
2) Fostering a harmonious relationship between the organization and the external and internal public.
3) Creating reciprocal two-way communication by disseminating information from the organization or company to the public and channeling public opinion to the organization or company (Effendy, 2009)
Public Relations as a form of communication used for the delivery and dissemination of information in order to maintain a positive relationship cannot be separated from the media used to support the effectiveness of these activities. The kinds of media used are print media, which is a media whose message presentation is printed, for example, journals, magazines, newspapers; electronic media, such as audio (radio) and audio visual (television); special event, an activity or media for direct meetings (face to face), for example: presentations, panel discussions, seminars, exhibitions, etc.; outdoor media (Iriantara, 2009).
Based on the explanation above, various types of Public Relations media are media that can be used as a tool for delivering and disseminating information to the general public. so that if the media can only be used for the delivery and dissemination of information personally, then the media cannot be said to be Public Relations media.
Government Public Relations
Public relations practices are not only carried out by companies, but also by government institutions. The main difference between the functions and duties of public relations in government and non-government agencies (commercial institutions) is that there is no commercial element, although government public relations also does the same in publication, promotion and advertising activities. Government public relations places more emphasis on public services. Through a public relations unit or work program, the government can convey information or explain certain policies and actions and activities in carrying out their government duties or obligations.
According to John D. Millett in his book Management in Public Service the Quest for Effective Performance, public relations or PR in a service, agency or government agency there are several things to carry out its main tasks, as follows:
1) Observing and learning about the desires, desires and aspirations that exist in society (learning about public desires and aspiration).
2) The activity of providing advice or giving suggestions to respond to what should be done by government agencies or institutions as desired by the public (advising the public about what is should desire).
3) The ability to seek a satisfactory relationship between public relations and government officials (ensure satisfactory contact between public and government officials)
4) Providing information and information about what an agency or government agency has been trying to do (informing and about what an agency is doing) (Ruslan, 2006)
Cyber Public Relations
The development of Public Relations (PR) both in the United States in science or in the profession cannot be separated from the development of communication technology. The influence of communication technology on PR can be formed as a tool / media or a new form of PR activity, which gave rise to the term Cyber PR, Net PR and other PR name form activities or fields of study in Cyber World (Soemirat & Ardianto, 2010).
Internet is a loose network of thousands of computer networks that reach millions of people around the world. Its initial mission was to provide a means for researchers to access data
from computers, but now the internet has developed into a contest for very fast and effective communication, so it has come a long way from the first mission.
Until now PR uses the internet as a means to communicate, and many communications are done using the internet more efficiently in terms of time and distance. Many experts say that the use of the internet can be done especially in times of crisis communication, problem identification, management and interactive communication. Another objective is to produce and send electronic messages to target groups in marketing and communication activities.
The main tasks or focus of Cyber PR include: maximizing online media to use electronic message delivery to the public or local, national, regional and international media organizations and making the company's product or business publicized, so that a PR is required to be creative and proficient in processing data. information that is input into the website (Onggo, 2004).
Cyber PR has become a popular activity that is widely used by companies and organizations to increase engagement with the public. In addition to being a way out of communication barriers, namely distance and time, cyber PR provides advantages compared to public relations using conventional media such as being able to build strong relationships between companies or organizations and their publics because the communication is a two-way communication, so that the interaction between both become more personal. This cannot be done directly by media such as television and newspapers. Based on research results from Smart Insight, cyber PR can be grouped as follows:
1) Search Engine Optimization (SEO), which PR to create specific keywords related to image building and reputation. This activity can also be enhanced with content production and digital publications, as well as the involvement of the blogger or content creator community.
2) Building engagement and dialogue space, in this case the company can produce content that is in accordance with the characteristics of followers and is present to provide two- way interaction space through social media platforms to create a more personal quality of communication. Companies can also involve audience in the decision-making process, share information to provide advice on communication activities or company performance.
3) Creating digital campaigns, this activity is often an extension of conventional campaigns. This is done to target a wider audience so that a more massive conversation occurs and forms a level of awareness. In addition to containing specific information or agendas, online also contain elements of virality. Elements formed through a creative process and the involvement of key opinion leaders so that the public can get certain experiences when consuming them. The viral content is also an indicator of the success of the campaign, so that the campaign has the opportunity to be published in the mainstream media.
4) Crisis mitigation and control, where social media is a vulnerable place in creating an issue. Therefore, companies must be able to monitor the media as an effort to control issues. In a crisis situation, social media can be a channel for solving problems and clarifying, so that other media can replicate this information to a wider audience (Insight, 2018).
With the implementation of Cyber PR, companies are expected to obtain 3 important things:
Relations, Reputation, and Relevance (3R). This means that there is an interaction and relationship that is built between the company and the target public so that it can increase its reputation through relevant activities.
Government Public Relations Socialization on Social Media
As one of the cyber PR media, social media is currently widely used by government public relations in socializing activities, both policies and programs made by the government.
Conceptually, Charles in (Sutaryo, 2005) explains that socialization is the process when individuals acquire the culture of their group and organize it to a certain level so that it can provide education to the community in achieving the expectations desired by an institution.
The socialization process itself can be carried out directly or by using the media, one of which is social media.
3. Research Method
The paradigm used in this quantitative research is the positivistic paradigm which is based on positivism. The philosophy of positivism views a reality, symptom or phenomenon as something that can be classified, concrete, observable, measurable, relatively fixed and there is a causal relationship. In other words, the positivistic paradigm considers the social reality that occurs as something empirical, namely based on experience, especially those obtained from discoveries, experiments, or observations that have been made and can be observed in real terms and can be proven scientifically (Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, 2019).
The research method is a procedure carried out in an effort to obtain data and information to find answers to research problems that have been proposed. In this study, the research method used is a survey. Fraenkel and Wallen in (Arifin, 2011) state that survey research is research by collecting information from a sample by asking it through questionnaires or interviews to describe various aspects of the population. A survey is a research conducted using a questionnaire as a research tool carried out on a large or small population, but the data studied are data from samples taken from that population, so that relative incidence, distribution, and relationships between variables, sociological and psychological are found (Sugiyono, 2016).
So, researchers used a quantitative approach with a survey method conducted on a representative sample of the population, to obtain quantitative data related to the effectiveness of Instagram as a medium for socializing the MBKM program by the Indonesian Ministry of Education and Culture.
Population is a generalization area consisting of objects or subjects that have certain qualities and characteristics that are applied by researchers to be studied and then drawn conclusions.
Based on the statement above, the population in this study are all followers of the
@kampusmerdeka.ri Instagram account, which is 280,000 people (as of December 16, 2021).
Meanwhile, the number of samples taken is calculated using the Slovin formula, as follows:
n : Sample size N : Population size
e : Allowance for inaccuracy due to tolerable sampling error (precision) 10% (0.1)2 Based on calculations using the Slovin formula, the sample in this study was 99.96 or 100 respondents. Sampling in this study using probability sampling with purposive sampling method. Where probability sampling is a sampling technique that does not provide equal
opportunities/opportunities for each element or member of the population to be selected as a sample.using purposive sampling is considered the most appropriate to obtain an image that represents the identification of the population, because purposive sampling is a sampling technique with certain considerations. The sample criteria in this study include:
1) Active students (semesters 1-7)
2) Followers on Instagram account @kampusmerdeka.ri for at least 6 months 3) Knowing the MBKM program
4) Actively using social media Instagram
Primary data for this research was obtained directly through responses to questionnaires distributed to followers of the Instagram account @kampusmerdeka.ri. Questionnaires are a number of written questions that are used to obtain information from respondents in terms of their personal reports, or things that are known to the respondents (Arikunto, 2010). While the secondary data in this research is in the form of documentation and literature study.
Considering that the data collection was done using a questionnaire, the seriousness of the respondents in answering the statements submitted was very important in this study. Validity is determined by the measuring instrument used. If the measuring instrument used is not valid and or cannot be trusted, the results of the research used will not describe the actual situation.
To overcome this, two kinds of tests are needed: the test of validity and test of reliability, to test the seriousness of the answers from respondents. Validity is the degree to which a scale or a series of measurements represents what you want to measure accurately, so it is necessary to test the validity by using Factor Loading and Factor Analysis. The statement item can be said to be valid if the Factor Loading value is > 0.5 (Hair, Black, Babin, & Anderson, 2010).
After testing the validity with all statement items with a Factor Loading value > 0.5, the statement items used in the research instrument are valid, then a reliability test can be carried out by calculating the reliability coefficient using Cronbach's Alpha where a construct is considered to have reliability if the alpha coefficient = 0 .70 or 0.60. Reliability is the term used to indicate the extent to which the measurement results are relatively consistent, accurate, and predictable in a measuring instrument.
Data analysis is the process of simplifying data into a form that is easier to read and interpret (Rakhmat, 2004). As previously explained, the method used is a descriptive research method with a quantitative approach that aims to assess the effectiveness and success of a program being implemented. The data analysis method used is quantitative data analysis which in this case is carried out in 4 stages:
1) Preparing questionnaires, distributing to respondents and collecting questionnaires that have been filled out by respondents.
2) Processing data through editing, coding and code entry.
3) Analyse data from processed questionnaires.
4) Make conclusions and suggestions on research results.
The measurement scale in this study uses a Likert scale. Likert scale is used to measure attitudes, opinions, and perceptions of a person or group. The measurement method is to ask respondents to answer questions and provide answers. In this study, the measurement of effectiveness used the Likert Summated Rating (LSR) method which was used to measure attitudes and opinions.
4. Result and Discussion
In this study, the object of research is the Instagram account @kampusmerdeka.ri which is the official account of the Merdeka Belajar Kampus Merdeka program. This program was initiated by the Ministry of Education, Culture, Research and Technology of the Republic of Indonesia.
As of April 2022, 579 content has been uploaded by this account with a total of 356 thousand followers.
The Likert scale is used to measure the answers of respondents who are given a score of 1-5 where positive respondents have the highest weight or score (number 5) and negative respondents have the lowest score (number 1).
Table 2: Frequency Distribution
No Category of Answers Value F Total
1 Strongly Agree 5 644 3220
2 Agree 4 1161 4644
3 Hesitate 3 243 729
4 Disagree 2 49 98
5 Strongly Disagree 1 3 3
Total 2100 8694
The data that has been obtained from the responses are then processed using the quartile formula in the Likert Summating Rating (LSR).
- Lower Limit (B) = 100 x 1 x 21 = 2100 - Upper Limit (A) = 100 x 5 x 21 = 10500 - Range (A-B) or n = (A-B) = 8400 - Quartile I (Q1) = 2100 + 8400 = 4200
4
- Quartile II (Q2) = 2100 + 8400 = 6300
2
- Quartile III (Q3) = 2100 + 8400.3 = 8400
4
B = 2100 Q1 = 4200 Q2 = 6300 Q3 = 8400 A= 10500
8694
From the interval value, it is known the location of the respondent's score for each statement submitted. The total score is in the range >Q3 to A, which means that Instagram as a medium for socializing Merdeka Belajar Kampus Merdeka program by the Ministry of Education and Culture of the Republic of Indonesia is considered very effective.
In the process of socializing the Merdeka Belajar Kampus Merdeka program, the Indonesian Ministry of Education and Culture used various media, one of which was Instagram. The Instagram account @kampusmerdeka.ri is the social media with the highest number of followers when compared to other special MBKM program accounts such as on Facebook and Twitter. In this section, we will discuss the effectiveness of Instagram as a medium for socializing the Merdeka Belajar Kampus Merdeka program by the Ministry of Education and Culture of the Republic of Indonesia.
According to Chris Heuer, there are four components in the use of social media that can be used to measure the effectiveness of social media: context, communication, collaboration, and connection. The following is a description of each component.
Context is how the message is formed or how the message content and language are used in social media. The content of the message conveyed by the Instagram account
@kampusmerdeka.ri is about the Merdeka Belajar Kampus Merdeka program which includes registration information, programs offered, testimonials from program participants, to the schedule of webinars related to existing programs. The content of the message conveyed is informative and educative that is packaged in an attractive design and uses language that is easily understood by the recipient of the information. Thus, uploads to the @kampusmerdeka.ri account have a positive impact on their followers to seek information about the MBKM program. This is of course in line with what was conveyed by Millet (in Ruslan, 2006), where government public relations have the main task of providing information to the public, which is non-commercial.
Communication is a way to package and share messages. The Instagram account
@kampusmerdeka.ri conveys complete, up-to-date and routine information about the Merdeka Belajar Kampus Merdeka program. Almost every day the @kampusmerdeka.ri account manager uploads content related to the MBKM program, so that account followers get the latest information. Not infrequently also the information submitted is the essence of what is written in full on the website. In delivering messages, the @kampusmerdeka.ri account uses the features offered by Instagram, including post/feed, instastory, reel, and highlights. The context of communication is also of course related to the response given by the @kampusmerdeka.ri account to its followers. In terms of accuracy, respondents stated that the response given was correct, but in terms of speed, it was necessary to improve. This can be seen from the length of response given by the @kampusmerdeka.ri account when followers ask questions, sometimes there are even unanswered ones. So, the form of two-way communication that should occur on social media is very minimal.
Collaboration is how the sender and receiver of the message work there to make / produce things more effective and more efficient. In this case, the @kampusmerdeka.ri account collaborates with other Instagram accounts, such as the Kemendikbud account, Praktisi Mengajar, Kampus Mengajar, etc. By using the collaboration feature on Instagram so that the information submitted can be received not only by followers of the @kampusmerdeka.ri account but also by followers of collaborating accounts. The Instagram account
@kampusmerdeka.ri also encourages engagement with followers to give likes and comments as well as redistribute the information submitted (repost / reshare). Information submitted on the Instagram account @kampusmerdeka.ri can form a social correlation because it is in accordance with the needs of its followers, namely students who are really interested in joining Merdeka Belajar Kampus Merdeka program.
Connection can be understood as maintaining an ongoing relationship so that the audience / social media users feel there is a closeness with the content creator. In the context of the connection, the @kampusmerdeka.ri account has maintained a good relationship with its followers, where it was stated that they would visit the account to find out information about the MBKM program. For followers who do have an interest in joining the MBKM program, they tend to monitor the information uploaded by the @kampusmerdeka.ri account admin.
Thus, it can be seen that the information submitted through the @kampusmerdeka.ri account can meet the needs of its followers to know about Merdeka Belajar Kampus Merdeka program.
The socialization of Merdeka Belajar Kampus Merdeka program through social media Instagram conducted by the Ministry of Education and Culture of the Republic of Indonesia was considered effective by the respondents. In addition to being measured from the 4 indicators described above, the selection of Instagram social media is also felt to be very appropriate and in accordance with the target audience of this program, namely students who are active in higher education. Followers of the @kampusmerdeka.ri account can get information about the MBKM program very easily and the messages conveyed are informative and interesting, in contrast to what is conveyed through other media such as Twitter which tends to display information briefly and without uploaded images or on website media. which is more complex because the information is displayed in great detail.
As one of the government's public relations activities on social media that fall into the realm of Cyber PR, the socialization of Merdeka Belajar Kampus Merdeka program on Instagram opens a space for dialogue and builds closeness between government institutions and the community. Through the production of content uploaded to the @kampusmerdeka.ri account, the Indonesian Ministry of Education and Culture seeks to disseminate MBKM information directly to users, or in this case students. With the effective implementation of Cyber PR, the institution/organization will be able to obtain three important things, namely Relations, Reputation, and Relevance (3R). This means that there are interactions and relationships that are built between the Ministry of Education and Culture of the Republic of Indonesia and the target public so that they can improve their reputation through relevant activities using social media.
5. Conclusion
From the results of research that has been carried out through a survey of followers of the
@kampusmerdeka.ri account, it can be concluded that the socialization of Merdeka Belajar Kampus Merdeka program through Instagram by the Ministry of Education and Culture of the Republic of Indonesia has been very effective. This is evidenced by the total score of 8694 being in the range > Q3 to A which means it is very effective. The level of effectiveness of Instagram social media as a medium for Merdeka Belajar Kampus Merdeka program by the Ministry of Education and Culture of the Republic of Indonesia is measured using 4 dimensions, namely context, communication, collaboration, and connection. In addition, the socialization of Merdeka Belajar Kampus Merdeka program on Instagram opens a space for dialogue and builds closeness between government institutions and the community. Through the production of content uploaded to the @kampusmerdeka.ri account, the Indonesian Ministry of Education and Culture seeks to disseminate MBKM information directly to users.
For further research, the researcher hopes that there will be research on the same topic but using a qualitative approach so that the data obtained can be more comprehensive and in-depth. On the other hand, the @kampusmerdeka.ri account manager is expected to be able to further increase the response to followers who ask questions and need more information, because the findings in this study are that the manager's response to questions from the followers is still low.
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