Analisis Pilar Strategi Media Sosial Instagram PT. Freeport Indonesia @freeportindonesia
DOI:
https://doi.org/10.31004/joecy.v5i2.402Keywords:
Analisis Isi; Instagram; Pilar Strategi Media Sosial; PT. Freeport IndonesiaAbstract
- Freeport Indonesia merupakan perusahaan tambang mineral yang beroperasi di Indonesia berdasarkan Kontrak Karya (KK) yang ditandatangani pada tahun 1967. Tahun 2018 PTFI mendapat izin usaha pertambangan khusus terbaru dengan perpanjangan kontrak hingga tahun 2041. Dalam perjalanannya, PTFI menghadapi tantangan dan menerima kritik yang signifikan. Secara keseluruhan, sentimen publik terhadap PT. Freeport Indonesia ditandai dengan berbagai kekhawatiran terkait isu-isu lingkungan dan hak asasi manusia, dampak ekonomi, serta kesalahpahaman tentang kepemilikan dan kontrol perusahaan. PTFI telah melakukan berbagai upaya untuk meningkatkan hubungan dan komunikasi publiknya, salah satunya melalui media sosial. Penelitian ini bertujuan mengetahui pilar strategi media sosial Instagram PT. Freeport Indonesia dan sentimen audiens Instagram terhadap postingan media sosial Instagram PTFI. Konsep yang digunakan dalam penelitian ini adalah empat pilar strategi media sosial oleh Safko & Brake (2009), yaitu: komunikasi, kolaborasi, edukasi dan hiburan. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi dan paradigma kritis. Hasil penelitian menemukan bahwa Instagram @freeportindonesia menampilkan keempat pilar dalam postingannya, sesuai dengan konsep yang ada. Namun, sentimen audiens terutama dalam hal komentar seringkali tidak relevan dengan postingan yang ada dan PTFI masih kurang melakukan komunikasi dua-arah dengan audiens dilihat dari kolom komentar.
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