Instagram Social Media Communication Strategy at the Ngurah Rai Special Class I Immigration Office

This research aims to understand and evaluate the social media communication strategy used by the Class I Special Immigration Office TPI Ngurah Rai in disseminating immigration services information through Instagram. The background of this study is based on the high usage of Instagram in Indonesia, which ranks fourth globally with more than 90 million users, and the importance of social media as a tool to deliver public service information quickly, transparently, and interactively. Ngurah Rai Immigration Office chose Instagram due to its highest follower count compared to other platforms they manage and its features that enable two-way communication with the public. This research used a descriptive qualitative method with data collection techniques through observation, in-depth interviews with the Immigration Information Technology team. Data analysis was conducted using Regina Luttrell’s The Circular Model of SOME (Share, Optimize, Manage, Engage), which emphasizes content sharing, message optimization, account management, and audience engagement stages. The results show that the Ngurah Rai Immigration Office has implemented an effective communication strategy in disseminating immigration service information, such as passport and residence permit procedures, through engaging visual content, the use of reels, stories, and direct interaction with the public. However, challenges remain, particularly related to rapidly changing immigration policies and the limited digital literacy of some members of the public, leading to gaps in information understanding. This research is expected to contribute to the development of communication strategies for other government institutions to optimize social media as an effective public information service tool.