STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI PRODUCTION MANAGER DAN MEDIA PLANNER

Abstract

The development of social media has encouraged changes in digital communication
patterns, particularly in the dissemination of information by educational institutions.
Diponegoro University utilizes social media through the @undip.official account as a medium
for public communication, information dissemination, and institutional image building.
However, content management still needs to be optimized to enhance audience engagement.
This professional project aims to implement a digital communication strategy through the
production of video content on TikTok and Instagram platforms (@undip.official) in order to
increase engagement. The implementation was carried out through three stages: preproduction,
production,
and
post-production
of
video
content,
using
a
communication
strategy

approach
based
on
the
AISAS
model
(Attention,
Interest,
Search,
Action,
and
Share).
In
this

project,
the
author
was
responsible
for
pre-production
management,
production
management,

post-production
management,
target
audience
analysis,
the
development
and
organization
of
a

content

matrix and media recommendations, content performance evaluation as well as
coordinating the content publication process. The results indicate an increase in the number of
produced contents from 45 to 75 pieces of content, along with a rise in audience interactions
such as likes, comments, and shares. Therefore, optimizing digital communication strategies
through creative content can improve the effectiveness of social media as a medium for
institutional communication.