SOCIAL MEDIA MANAGEMENT IN POLITICAL PUBLIC RELATIONS OF GANJAR PRANOWO

Abstract

Internet and social media are suitable mediums for communication processes and political campaigns. With the growth in the number of users, social media is becoming a new strategic tool for political actors to drive political narratives. One of the Indonesian politicians and state ofcials who use social media is Ganjar Pranowo, Governor of Central Java, for two terms (2013-2023). Ganjar Pranowo is active on various social media, such as Instagram, Twitter, Facebook, YouTube, and TikTok. This article aims to describe the overall management of Ganjar Pranowo’s social media, and Ganjar Pranowo’s political public relations through social media accounts. This article was compiled using a descriptive qualitative method. The results found that a team called “Tim Udara” was formed in November 2021 and managed privately by Ganjar’s volunteers based in Jakarta. Social media management is carried out in a structured and organized manner, and all message content is comprehensively prepared. The team also do political public relations activities such as media management, image management, internal communications, and information management.