STRATEGI PENGELOLAAN INSTAGRAM BNNK SUKABUMI DALAM MEMBANGUN KESADARAN PENCEGAHAN PENYALAHGUNAAN NARKOBA

Abstract

ABSTRACT

Drug abuse young people in the Sukabumi area continues to increase, requiring adaptive communication strategies. BNNK Sukabumi utilizes the Instagram account @infobnn_kab_sukabumi as a digital communication, information, and education medium, although its management still faces challenges related to engagement and inconsistent content uploads. This study aims to analyze the strategy and implementation of Instagram management by BNNK Sukabumi in building awareness of drug abuse prevention using The Circular Model of Some approach. This research employed a descriptive qualitative method with an inductive approach. The results show that in the sharing stage, the educational content distributed had been adjusted to the characteristics of adolescent and young adult audiences. The optimizing stage indicates that the use of reels and hastags became the most effevtive strategy for expanding the reach of educational messages. The managing stage still faced obstacles in the form of limited human resources and the absence of structured content calendar. The engaging stage revealed that audience interaction remained passive and was dominated by llikes, although it was strengthened through collaboration with Duta Anti Narkoba as peer educators.

Keywords: instagram, awareness, management, the circular model of some.

ABSTRAK

Penyalahgunaan narkotika di kalangan generasi muda di wilayah Sukabumi terus meningkat sehingga memerlukan strategi komunikasi yang adaptif. BNNK Sukabumi memanfaatkan Instagram @infobnn_kab_sukabumi sebagai media komunikasi, informasi, dan edukasi (KIE) digital, namun pengelolaannya masih menghadapi kendala berupa engagement dan ketidakkonsistenan unggahan konten. Penelitian ini bertujuan untuk menganalisis strategi serta implementasi pengelolaan Instagram BNNK Sukabumi dalam membangun kesadaran pencegahan penyalahgunaan narkoba menggunakan pendekatan teori The Circular Model of Some. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan induktif. Hasil penelitian menunjukkan bahwa tahap sharing, konten edukasi yang disebarkan telah menyesuaikan karakteristik audiens remaja dan dewasa muda. Tahap optimizing menunjukkan bahwa format reels dan penggunaan hastag menjadi strategi yang paling efektif dalam memperluas jangkauan pesan edukasi. Tahap managing masih menghadapi kendala berupa keterbatasan SDM dan belum adanya kalender konten. Tahap engaging menunjukkan bahwa interaksi audiens masih bersifat pasif dan didominasi pemberian likes, namun berhasil diperkuat melalui kolaborasi bersama Duta Anti Narkoba sebagai peer educator.

Kata Kunci: Instagram, Kesadaran, Pengelolaan, The Circular Model of Some.