Fleksibilitas interpretatif teknologi web 2.0 bagi pengelola media sosial instansi pemerintah

Abstract

Web 2.0 as a participatory web is characterized by social media with a broad and fast reach, offering user engagement throughout various apps. At present, government public relations use social media for public communication, providing interaction between these institutions and the community according to Web 2.0 typology and as a public service space. Social media management is also strategic in maintaining the reputation of government institutions. Social media management in government institutions is generally run by a public relations division, appointing a team or person as the social media administrators. This study looks at how social media administrators of government institutions as relevant social groups (users) interpret technology Web 2.0 according to Social Construction of Technology (SCOT). This study uses a qualitative approach with a constructionism paradigm. Data collection methods used are in-depth interviews with three social media admins in three different ministries and institutions. The results illustrate that social media admins at government institutions have the same interpretative flexibility in using social media but differ in implementation. This interpretation is related to interaction space by responding to netizens’ comments. The different ways of use are related to the broader context, namely organizational culture, the understanding of other structures, and the developing political conditions. This study provides recommendations for the development of SCOT on using social media by government institutions for other relevant social groups, namely observers.