Nahdlatul Ulama preachers and social media during the Covid-19 pandemic

Social media on the one hand helps to strengthen community resilience but the overuse of social media also contributes to social media fatigue during the COVID-19 pandemic. Studies showed that people tried to find explanations from science and hope from religion. The mass organizations Nahdlatul Ulama (NU) and Muhammadiyah were seen as crucial in efforts to combat misinformation and disinformation, both through social media and their deeply rooted networks within Indonesian society, particularly during the COVID-19 pandemic. This research aims to understand the utilization of social media platforms, specifically Facebook, Instagram, and Twitter, by preachers associated with Nahdlatul Ulama (NU) during the challenging period of the COVID-19 pandemic. Using the mixed method as methodology. Quantitative methodology was done by content analysis. Qualitative data was obtained by big data crawling, in-depth interviews, offline observation, and digital observation on informants' social media from March 2020 to March 2022. The research showed that social media serves as a platform for personal branding and identity construction and provides opportunities for individuals from various backgrounds to become preachers. Informants viewed online relationships as an extension of their offline connection with people. The choice of social media platforms enables tailored content and audience diversity. Social media provides spaces for the inclusion of a broader range of topics in religious discourse. Engaging content is crucial for sustained reach and impact but somehow informants did not engage in paid endorsements during the data was taken. The COVID-19 pandemic significantly influenced how these informant influencers used social media and tailored their messages. In addition to disseminating content on topics like COVID-19 protocols, health measures, and vaccinations, the pandemic provided them with opportunities to dedicate more time to virtual spaces, including social media.