PENGELOLAAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRANDING SEKOLAH BERBASIS TEKNOLOGI INFORMASI DI SMP TELKOM MAKASSAR

This study examines the management of Instagram social media in building IT-based school branding at Telkom Makassar Middle School. The purpose of this study is to describe the process of managing Instagram social media and analyze the impact of this management on strengthening the school's image in the eyes of the public. The approach used in this study is a qualitative approach with a descriptive research type. Data sources in this study include the Principal, public relations staff/Instagram managers, and teachers. Data collection techniques were carried out through interviews and documentation. Data analysis techniques used the interactive model of Miles and Huberman which includes data reduction, data presentation, and drawing conclusions. Data validity was carried out through source triangulation and method triangulation. The results of the study show that: 1) Instagram social media management at Telkom Makassar Middle School is carried out through the stages of planning, organizing, implementing, and evaluating. Planning is done by aligning the content concept with the vision of the IT-based school. Organization is done through the division of roles of public relations staff who also carry out duties as educators. Implementation is done through the production of strategic visual content that represents the school's identity. The evaluation was conducted administratively through qualitative-quantitative performance analysis utilizing Instagram Insights data to measure message effectiveness and review operational HR obstacles for future strategy improvement. 2) Instagram management provides strategic benefits in building the school's branding as an innovative and character-driven educational institution. The impact is seen in expanding the reach of educational information, increasing the effectiveness of communication with prospective parents, and strengthening public trust (trust building) through the continuous representation of the school's identity in the digital space.