PENGELOLAAN INSTAGRAM @SDGS_INDONESIA DALAM MENJANGKAU KHALAYAK GENERASI Z

Abstract

The development of social media, especially Instagram, has become a key channel for government public communication in the digital era. This study analyzes the management of the @sdgs_indonesia Instagram account as a public communication medium for reaching Generation Z, using The Circular Model of SOME framework (Share, Optimize, Manage, Engage) proposed by Regina Luttrell (2016). This research employs a qualitative approach with a case study method. Data were collected through in-depth interviews with the Public Communication Team of the National Secretariat of SDGs Indonesia and two active Generation Z followers. The findings indicate that all four SOME indicators have been implemented with varying depth: the Share indicator has a strong foundation through 75+ partner networks and SDGs Centers; the Optimize indicator faces structural challenges in translating bureaucratic technical language into accessible communication for Generation Z; the Manage indicator operates in a structured manner but is constrained by limited human resources; and the Engage indicator remains dominated by transactional patterns based on incentives. Generation Z's engagement is selective and predominantly passive, driven by academic relevance and the presence of incentives. This study recommends enhancing interactive content, developing short video formats, and expanding digital discussion spaces to the foster substantive Generation Z engagement with sustainable development issues.