Manajemen Komunikasi Digital Radio Serambi FM di Instagram dalam Meningkatkan Interaksi Pendengar

Abstract

This article discusses Serambi FM Radio's digital communication management on Instagram in an effort to increase interaction with listeners. Serambi FM Radio, as one of the leading radio stations in Aceh, has utilised Instagram to expand audience reach and strengthen relationships with listeners. This article analyses how the use of Instagram's interactive features, such as posts, Stories and Live, can help radio stations build a more participatory and loyal community of listeners. Using a qualitative content analysis approach, this article seeks to fill a gap in the literature with a specific focus on Radio Serambi FM's implementation of digital communication management on Instagram. The results showed that Radio Serambi FM utilised artists as the attraction of Instagram content, framing actual and viral issues, using attractive poster designs by choosing the right diction. Radio Serambi FM can significantly increase listener interaction on Instagram. The research findings are expected to provide practical insights for the radio broadcasting industry in optimising the use of social media to achieve effective communication goals.