Evaluating Instagram Communication Strategy of @plastavfallbank in Promoting Waste Sorting Awareness

  • Ainny Siti Nur Fajrin Politeknik STIA LAN Bandung
  • Reni Wijayanti Politeknik STIA LAN Bandung
  • Caesar Octoviandy Purba Politeknik STIA LAN Bandung
  • Alikha Novira Politeknik STIA LAN Bandung
DOI: https://doi.org/10.31967/icebit.v6i1.1739

Abstract

This study aims to evaluate the social media communication strategy of the Instagram account @plastavfallbank in increasing public awareness of the importance of waste sorting. The approach used was descriptive quantitative, with data collection techniques consisting of observations of Instagram content during Januari – June 2025, pre-research interviews, and documentation. Data were analysed using the Engagement Rate (ER) formula and SOME (Share, Optimize, Manage, Engage) analysis model. The result showed that the average engagement rate for the @plastavfallbank account was only 1.04%, which is relatively low for an account with 5,000 – 20,000 followers. The “Share” element has been consistently implemented, but the “Optimize”, “Manage”, and “Engage” element have not been optimal. This research suggests increasing content variety, utilizing Instagram’s interactive features, and planning a consistent upload schedule to make account communication strategies more effective in building audience engagement.

Keywords: Communication Strategy, Social Media, Instagram, Engagement Rate, SOME Model

Published
2025-09-30
Issue
Vol 6 No 1 (2025): Proceeding International Conference on Economics, Business and Information Technology
Section
Articles