Implementation of the Circular Model of SOME in PT INTI (Persero)’s Corporate Communications on Instagram

Abstract

This study examines the implementation of the Circular Model of SOME by PT INTI (Persero) in managing company’s Instagram social media account as a means of disseminating information, building image and reputation, and strengthening relationships with stakeholders. This study using descriptive qualitative methods, collecting data through interviews with PT INTI (Persero)’s social media specialist along with observations of the company’s account content and activities. The results of this study shows that PT INTI (Persero) has implemented the Circular Model of SOME, which consists of the “share,” “optimize,” “manage,” and “engage” stages in managing corporate communications through Instagram. This indicates that PT INTI (Persero) utilizes Instagram as a strategic tool to share information with the public while simultaneously building a participatory communication network in the digital sphere. However, there are still several aspects that need to be optimized, particularly in the “manage” and “engage” stages, such as limitations in real-time interaction and the utilization of influencer relationships. This study concludes that PT INTI (Persero)’s corporate communication management through Instagram has been conducted in a structured manner and in line with the Circular Model of SOME, although it still requires further development in the “manage” and “engage” stages. Optimizing the digital communication strategy is expected to strengthen the effectiveness of Instagram as a corporate communication medium for PT INTI (Persero) in building long-lasting relationships with the public.

Keywords: Circular Model of SOME, Corporate Communication, Instagram, PT INTI (Persero)