SOCIAL MEDIA EFFECT ON PRACTICE AND ENGAGEMENT OF INSTAGRAM BY MALAYSIA MINISTRIES DURING PANDEMIC COVID-19

Abstract

The rapid difusion of social media applications is ushering in new possibilities for non- proft organizations to communicate with and engage the public. Social media can be a means of participation and engagement, namely the delivery of information through social media that is directed to encourage public participation and engagement by providing comments, responses, and input to government agencies. Instagram, a mobile photo (and video) capturing and sharing service, has quickly emerged as a new medium in spotlight in the recent years. In this study, the researcher analyze the level of citizen engagement with Malaysia government ministries practices and calculate the engagement rate of each ministry of Instagram, a social media for image sharing. This research had been conducted for period of one year which from 1st January until 31st December 2020. Through the formula of the Engagement Rate measurement, results showed 21 accounts from 27 ministry Instagram accounts received a low Engagement Rate quality, which means 77.78% of ministry Instagram accounts had not been able to optimize their Instagram accounts to get engagement from their followers.