Exploring Practice and Engagement of Instagram by Malaysia Ministries During Covid-19

Abstract

The rapid diffusion of social media applications is ushering in new possibilities for non-profit organisations to communicate with and engage the public. Social media can be a means of participation and engagement. In particular, it involves 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 the spotlight in recent years. In this study, the researchers analysed the level of citizen engagement with Malaysia government ministries practices and calculated the engagement rate of each ministry on Instagram. This research was conducted for a period of one year which is from 1st January until 31st December 2020 through the formula of the Engagement Rate measurement. The data 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 optimise their Instagram accounts to get engagement from their followers. Moreover, Engagement Rate is a very important measure for knowing Instagram optimisation. By knowing the Engagement Rate, we will find out how much influence the account has on followers.