Optimizing Social Media: The Customs Headquarters' Public Communication Strategy in the Digital Era

Abstract

Social media is a relevant option for public communication carried out by government agencies in conveying information when performed with the implementation of the right strategy. This study aims to explain in depth the public communication strategy implemented by the Customs and Excise head office in conveying information to the public through social media in the digital era. The research method used is a descriptive qualitative approach with in-depth interviews with social media managers and the Customs communication strategy team, as well as content analysis from various official social media platforms. The results of the study revealed that the Customs and Excise public communication strategy is very effective with the application of communication theory that is relevant and important to the public. In addition, the use of visual characters Ncus and Toms in social media content plays a significant role as an attractive visual identity and strengthens the message conveyed. Interactive public communication strategies are also implemented to increase audience engagement. This study recommends the development of more innovative and interactive content and increasing the capacity of the communication team in utilizing the latest digital technology to strengthen two-way communication between Customs & Excise and the public. These findings provide an important contribution to the development of the government's public communication strategy in the increasingly dynamic and complex digital era.