Analysis of The Governmental Social Media Content Management (Study Accounts of The Directorate General Of Taxes)

Abstract

Governmental social media are different than personal social media. In content management, rules and corridors are given to the government agencies to create positive images on public opinions. Directorate General of Taxes, hence forth will be abbreviated into Ditjen Pajak RI, is one of governmental institution which is used social media as official channel of the agencies in informing societies. This study used the constructivist paradigm. It aimed to analyze the management of Ditjen Pajak RI social media by means of the qualitative descriptive method by using The Circular Model of Some initiated by Regina Luttrell, namely Share, Optimize, Manage, and Engage. Data collection methods was conducted by observing, studying literature, exploring data virtually, and interviewing. The result showed that the content management of Ditjen Pajak RI social media account have rules as the corridor of the governmental social media so on the steps of share, optimize, and engage, the tax admin, hence forth will be abbreviated into taxmin, have had the basic reference in creating the content and in interacting inside of it. The optimize step was strongly seen starting from visual concepts with the characteristic of the DITJEN PAJAK RI logo, cooperation with influencers, and various contents. The Contents are created with the message of following the latest trends, delivered formally but unrigidly. The steps of manage, listen and learn as well as social media monitoring was executed manually according to each platform. The created contents is purposefully to educate and to PR in forming the societal awareness.