Optimizing Social Media in Building School Existence (Study on Instagram account @man1palembang.official)
Keywords:
Presence, Instagram, Media, Optimization, School
Abstract
This study aims to explain the form of social media optimization of Instagram MAN 1 Palembang in building its existence. The method used is a qualitative method with a descriptive approach and uses Media Ecology theory. The research involved five informants consisting of the vice principal for public relations, Instagram management admins, teachers, OSIM members, and students. The results of the study show that the optimization of Instagram social media @man1palembang.official Instagram account has been optimal in building the existence of Madrasah Aliyah Negeri 1 Palembang. This is shown by the increase in prospective registrations by new students, the number of impressions on posts and Instagram followers. Through various efforts in channeling effective communication, presenting interesting and relevant content, responsive interaction with the audience, both interactions in post comments and DMs (Direct Messages), and planned content management, Instagram MAN 1 Palembang has succeeded in building its existence
References
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Hidayat, A., & Irvanda, M. (2022). Optimizing Report Preparation and Creation. Hospitality, 11(1), 281–290.
Intan Sari, A., Muhammad Syaifuddin, & Andriani, T. (2023). Optimizing the Strategic Management of Educational Infrastructure. Journal of Multidisciplinary Sciences, 1(4), 814–822. https://doi.org/10.38035/jim.v1i4.126
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Katuuk, O., Mewengkang, N., & Kalesaran, E. R. (2016). The role of organizational communication in improving the existence of the Vox Angelica art studio. Acta Diurna, 5(5), 1–10.
Kurniaputri, N. D. (2022). The Use of Social Media as Literacy Advice for Students of the Islamic Religious Education Study Program, Faculty of Tarbiyah, UIN Raden Mas Said Surakarta for the 2022/2023 Academic Year.
Kusuma Putra, G. L. A., & Yasa, G. P. P. A. (2019). Comics as a means of promotional communication on social media. Journal of Visual Loss, 1(1), 1–8. https://doi.org/10.35886/nawalavisual.v1i1.1
Ma'sum, T. (2020). The existence of marketing management in building the image of educational institutions. Intellectual Journal: Journal of Islamic Education and Studies, 10(2), 133–153. https://doi.org/10.33367/ji.v10i2.1243
Madania, R., Satria, A., & Sobirin. (2016). The Role of Instagram on Fashion Style Among Islamic Communication and Broadcasting Students Batch IX of the Islamic Religious Institute AL-Zaytun Indonesia. 1 March, 6(1), 27.
Mahendra, I. T. (2017). The Role of Instagram Social Media in the Formation of the Personality of Adolescents Aged 12-17 Years in Kebalen Village, Babelan District, Bekasi Regency. In UIN Syarif Hidayatullah.
Meilinda, N. (2018). SOCIAL MEDIA ON CAMPUS: Study of the Role of Social Media as a Media for Spreading Academic Information to Students in the Communication Science Study Program, FISIP UNSRI. The Journal of Society & Media, 2(1), 53. https://doi.org/10.26740/jsm.v2n1.p53-64
Moriansyah, L. (2015). Marketing Through Social Media: Antecedents And Consequences Social Media Marketing: Antecedents And Consequenc-. Communication Research and Public Opinion, 187–196.
Nasution, N. A., & Marpaung, S. F. (2023). Madrasah Head's Strategy in Optimizing Infrastructure Facilities in Madrasah Aliyah. Munaddhomah: Journal of Islamic Education Management, 4(2), 317–329. https://doi.org/10.31538/munaddhomah.v4i2.426
Nawa, F. K. (2023). Public Relations Strategy in Building a Good Image of Madrasah Aliyah: A Case Study at Madrasah Aliyah Matholi'Ul Huda Pucakwangi. Researchgate.Net.
Nuraisah. (2024). THE INFLUENCE OF SCHOOL IMAGE AND SOCIAL MEDIA PROMOTION ON SMK NUSA BANGSA Abstract. 2(2), 55–67.
Pratiwi, R. (2021). Public Relations Management in improving the existence of Boarding School-based schools at SMA Modal Bangsa Aceh Besar. 75(17), 399–405.
Purnomo, S., Kh, U., Syafaat, M., & Digital, E. (2025). EDUCATION MARKETING STRATEGY IN ATTRACTING THE INTEREST OF PROSPECTIVE STUDENTS IN THE DIGITAL ERA, A CASE STUDY AT SDN 8. 5(1), 53–61.
Ramadhanty, D. S. (2024). Instagram Social Media Management @prokompim_kbb in an Effort to Improve the Image of Local Government.
Rattu, P. N., Pioh, N. R., & Sampe, S. (2022). Optimizing the Performance of the Socio-Cultural and Government Sectors in Development Planning. Journal of Governance, 2(1), 1–9.
Restusari, F. N., & Farida, N. (2019). Instagram as a personal branding tool in shaping self-image (a study on the Bara Pattiradjawane account). Mediakom: Journal of Communication Sciences, 3(2), 176–186. https://doi.org/https://doi.org/10.35760/mkm.2019.v3i2.2340
Risnawati, N. (2021). The Role of Social Media During the Pandemic for Economic Progress in the Community. Simki Economic Journal, 4(1), 35–46. https://doi.org/10.29407/jse.v4i1.56
Rizky, M. (2023). Little Tokyo's Marketing Communication Strategy in Increasing Customer Engagement on Instagram and TikTok Social Media.
Rohani, Z. T. (2018). Optimization of facility management in improving quality.
Saputro, T. Y. A. (2019). Utilization of Instagram by the Library of the Kalbis Institute of Technology and Business. Institutional Repository UIN Syarif Hidayatullah Jakarta, 1–127.
Setyawan, A. S., & Mursyid. (2025). Optimizing the N219 Aircraft Operating Administration Process to Improve Safety and Airworthiness. 1(2), 1–11.
Siallagan, N. D., & Abidin, S. (2018). THE PHENOMENON OF REPOST CONTENT AS DIGITAL MARKETING COMMUNICATION ON INSTAGRAM @ PSTORE _ BATAM. pp. 177–184.
Sinaga, S., Muqsith, M. A., & Ayuningtyas, F. (2024). Instagram as a Digital Information Media of the "Veteran" National Development University Library Jakarta. Expression and Perception: Journal of Communication Sciences, 7(1), 232–253. https://doi.org/10.33822/jep.v7i1.5444
Siti Aisyah, Hidayati, D., Budi Santosa, A., & Widodo, H. (2024). Management of the Utilization of Website and Instagram as a Means of Promotion to Improve School Branding. Educational Management, 19(1), 16–36. https://doi.org/10.23917/jmp.v19i1.4023
Suhairi, Siregar, I. S., Nurhadiah, Leli, N., & Handayani, R. T. (2023). The Utilization of Social Media as a Mass Communication Tool in Expanding Reach and Improving Interaction with Consumers. Journal of Mirai Management, 8(2), 436–444.
Andi Asari. (2023). The Role of Social Media in Education. Sustainability (Switzerland), 11(1), 1–14.
Anggelia, E., Izati, D. N., Handini, D. S., Septyani, F. D., Dianti, F. H., Djum, D., Benty, N., & Argadinata, H. (2024). Marketing of Social Media-Based Education Services in an Effort to Increase the Interest of Prospective New Students.
Ayu Sofi Syafitri, & Siti Sri Wulandari. (2024). Public Relations Strategy Through Digital Literacy to Improve the Positive Image of SMK PGRI 2 Sidoarjo. World Ray: Journal of Social Research in the Humanities and Educational Sciences, 3(3), 47–55. https://doi.org/10.58192/sidu.v3i3.2392
Berkowski, G. (2016). How To Build A Billion Dollar App: Discover the Secrets of the World's Most Successful App Entrepreneurs. Resounding.
Bolkiah, H. (2023). Analysis of the Utilization of Social Media in Earning Income for FEBI IAIN Pare Pare Pare Students.
Burhana, A. (2020). The Meaning of Instagram Among Students of the Sociology of Religion Study Program, Faculty of Ushuluddin and Da'wah IAIN Kediri.
Cahyono, A. S. (2018). The Impact of Social Media on Children's Social Problems. Publiciana, 89–99.
Beautiful, I. P. (2022). THE USE OF INSTAGRAM SOCIAL MEDIA IN THE FULFILLMENT OF STUDENT INFORMATION AT SMP N 19 SEMARANG AS A RESEARCH AND DIGITAL SCHOOL (Instagram Account Study @Smp19_smg). Eprints.Walisongo.Ac.Id.
Cindy, F. S. (2022). Optimization of Social Media in Thematic Learning for Grade 2 of Mi Muhammadiyah Singasari Karanglewas District, Regency.
Cry Cinta P. Anjeli, Betris L. Lengkong, et al. (2022). Branding of educational institutions through Instagram social media. SEIKO: Journal of Management & Business, 5(2), 44. https://doi.org/10.37531/sejaman.v5i2.2893
Goddess. (2019). The Influence of Social Media on the Lifestyle of IAIN Metro Students. 1–23.
Diyanto. (2024). The Role and Impact of Instagram Social Media for the Edit Space Community. 5(6), 729–738.
Dwiyanti, U., Auli, M., Cahyanto, H., & Safaruddin, S. (2023). The use of social media as a strategy to build an image in the Public Relations Division of Pt.Semen Baturaja Tbk. Journal of Communication and Culture, 4(1), 11–25. https://doi.org/10.54895/jkb.v4i1.1928
Effendy, E., Rayhan, A., Harlah, A., & Hasibuan, M. F. (2023). Optimizing Da'wah Management through an Effective Information System. Journal of Education and Counseling (JPDK), 5(2), 4000–4007.
Faieq. (2023). Podcast Communication Strategy # Andavent in Maintaining the Existence of Popularity on Spotify (Case Study of Ramadan 1444 H Special Content). Repository.Uinjkt.Ac.Id, 1–121.
Fauzi, M., & Toyyib, M. (2021). Social Media Strategy of "AL IBROHIMY TV" in Broadcasting the Activities of the AL IBROHIMY Galis Bangkalan Islamic Boarding School.
Fauziyah, F. D., & Sujarwo, I. (2022). Mathematical Reasoning Ability in Solving Geometry Problems is reviewed from Students' Perceptions. Galois: Journal of Mathematics Education Research, 1(2), 10–22. https://doi.org/10.18860/gjppm.v1i2.2188
Fitriah, B., Wildan, W., & Khusniyah, N. L. (2024). Strategies of Principals-Madrasah in Building Competitive Advantage. Educational: Journal of Educational Sciences, 6(1), 704–722. https://doi.org/10.31004/edukatif.v6i1.6114
Fitriani, A. (2024). The use of social media in optimizing schools. 2(2), 305–310.
Ghazali, M. (2016). Make Money With Facebook And Instagram: A Guide To Making Money With Facebook And Instagram. Publishing House.
Giantika, G. G. (2019). The Use of Personal Blogs on Instagram as a Parenting Communication Media (Qualitative Descriptive Study of Instagram Accounts @annisast). Journal of Communication, 10(1), 1–9. https://doi.org/10.31294/jkom.v10i1.4707
Hidayat, A., & Irvanda, M. (2022). Optimizing Report Preparation and Creation. Hospitality, 11(1), 281–290.
Intan Sari, A., Muhammad Syaifuddin, & Andriani, T. (2023). Optimizing the Strategic Management of Educational Infrastructure. Journal of Multidisciplinary Sciences, 1(4), 814–822. https://doi.org/10.38035/jim.v1i4.126
Irawan, M., & Widyanti, Y. (2024). Development and Instagram Governance, Faculty of Vocational, Bina Darma University. 4, 3949–3968.
Katuuk, O., Mewengkang, N., & Kalesaran, E. R. (2016). The role of organizational communication in improving the existence of the Vox Angelica art studio. Acta Diurna, 5(5), 1–10.
Kurniaputri, N. D. (2022). The Use of Social Media as Literacy Advice for Students of the Islamic Religious Education Study Program, Faculty of Tarbiyah, UIN Raden Mas Said Surakarta for the 2022/2023 Academic Year.
Kusuma Putra, G. L. A., & Yasa, G. P. P. A. (2019). Comics as a means of promotional communication on social media. Journal of Visual Loss, 1(1), 1–8. https://doi.org/10.35886/nawalavisual.v1i1.1
Ma'sum, T. (2020). The existence of marketing management in building the image of educational institutions. Intellectual Journal: Journal of Islamic Education and Studies, 10(2), 133–153. https://doi.org/10.33367/ji.v10i2.1243
Madania, R., Satria, A., & Sobirin. (2016). The Role of Instagram on Fashion Style Among Islamic Communication and Broadcasting Students Batch IX of the Islamic Religious Institute AL-Zaytun Indonesia. 1 March, 6(1), 27.
Mahendra, I. T. (2017). The Role of Instagram Social Media in the Formation of the Personality of Adolescents Aged 12-17 Years in Kebalen Village, Babelan District, Bekasi Regency. In UIN Syarif Hidayatullah.
Meilinda, N. (2018). SOCIAL MEDIA ON CAMPUS: Study of the Role of Social Media as a Media for Spreading Academic Information to Students in the Communication Science Study Program, FISIP UNSRI. The Journal of Society & Media, 2(1), 53. https://doi.org/10.26740/jsm.v2n1.p53-64
Moriansyah, L. (2015). Marketing Through Social Media: Antecedents And Consequences Social Media Marketing: Antecedents And Consequenc-. Communication Research and Public Opinion, 187–196.
Nasution, N. A., & Marpaung, S. F. (2023). Madrasah Head's Strategy in Optimizing Infrastructure Facilities in Madrasah Aliyah. Munaddhomah: Journal of Islamic Education Management, 4(2), 317–329. https://doi.org/10.31538/munaddhomah.v4i2.426
Nawa, F. K. (2023). Public Relations Strategy in Building a Good Image of Madrasah Aliyah: A Case Study at Madrasah Aliyah Matholi'Ul Huda Pucakwangi. Researchgate.Net.
Nuraisah. (2024). THE INFLUENCE OF SCHOOL IMAGE AND SOCIAL MEDIA PROMOTION ON SMK NUSA BANGSA Abstract. 2(2), 55–67.
Pratiwi, R. (2021). Public Relations Management in improving the existence of Boarding School-based schools at SMA Modal Bangsa Aceh Besar. 75(17), 399–405.
Purnomo, S., Kh, U., Syafaat, M., & Digital, E. (2025). EDUCATION MARKETING STRATEGY IN ATTRACTING THE INTEREST OF PROSPECTIVE STUDENTS IN THE DIGITAL ERA, A CASE STUDY AT SDN 8. 5(1), 53–61.
Ramadhanty, D. S. (2024). Instagram Social Media Management @prokompim_kbb in an Effort to Improve the Image of Local Government.
Rattu, P. N., Pioh, N. R., & Sampe, S. (2022). Optimizing the Performance of the Socio-Cultural and Government Sectors in Development Planning. Journal of Governance, 2(1), 1–9.
Restusari, F. N., & Farida, N. (2019). Instagram as a personal branding tool in shaping self-image (a study on the Bara Pattiradjawane account). Mediakom: Journal of Communication Sciences, 3(2), 176–186. https://doi.org/https://doi.org/10.35760/mkm.2019.v3i2.2340
Risnawati, N. (2021). The Role of Social Media During the Pandemic for Economic Progress in the Community. Simki Economic Journal, 4(1), 35–46. https://doi.org/10.29407/jse.v4i1.56
Rizky, M. (2023). Little Tokyo's Marketing Communication Strategy in Increasing Customer Engagement on Instagram and TikTok Social Media.
Rohani, Z. T. (2018). Optimization of facility management in improving quality.
Saputro, T. Y. A. (2019). Utilization of Instagram by the Library of the Kalbis Institute of Technology and Business. Institutional Repository UIN Syarif Hidayatullah Jakarta, 1–127.
Setyawan, A. S., & Mursyid. (2025). Optimizing the N219 Aircraft Operating Administration Process to Improve Safety and Airworthiness. 1(2), 1–11.
Siallagan, N. D., & Abidin, S. (2018). THE PHENOMENON OF REPOST CONTENT AS DIGITAL MARKETING COMMUNICATION ON INSTAGRAM @ PSTORE _ BATAM. pp. 177–184.
Sinaga, S., Muqsith, M. A., & Ayuningtyas, F. (2024). Instagram as a Digital Information Media of the "Veteran" National Development University Library Jakarta. Expression and Perception: Journal of Communication Sciences, 7(1), 232–253. https://doi.org/10.33822/jep.v7i1.5444
Siti Aisyah, Hidayati, D., Budi Santosa, A., & Widodo, H. (2024). Management of the Utilization of Website and Instagram as a Means of Promotion to Improve School Branding. Educational Management, 19(1), 16–36. https://doi.org/10.23917/jmp.v19i1.4023
Suhairi, Siregar, I. S., Nurhadiah, Leli, N., & Handayani, R. T. (2023). The Utilization of Social Media as a Mass Communication Tool in Expanding Reach and Improving Interaction with Consumers. Journal of Mirai Management, 8(2), 436–444.
Published
2025-07-31
How to Cite
Gerry Devara, Eraskaita Ginting, & Badarudin Azarkasyi. (2025). Optimizing Social Media in Building School Existence (Study on Instagram account @man1palembang.official). International Journal of Health, Economics, and Social Sciences (IJHESS), 7(3), 1443~1450. https://doi.org/10.56338/ijhess.v7i3.8319
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Copyright (c) 2025 Gerry Devara, Eraskaita Ginting, Badarudin Azarkasyi
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