Analysis of PT Jasaraharja's Social Media Utilization in Disseminating Service Information to Today's Society

Abstract

The development of digital technology has encouraged public service institutions to utilize social media as a fast and easily accessible information channel. This study analyzes the use of social media by PT Jasa Raharja in disseminating service information, such as claim procedures, administrative requirements, and safety education. Using a descriptive qualitative approach, data were collected through interviews with social media managers, observations of official accounts (Instagram, Twitter/X, Facebook, and YouTube), as well as documentation of digital posts.The results show that Jasa Raharja manages its social media in a structured manner through the preparation of content calendars, verification processes, and the use of visual formats such as infographics, educational videos, and interactive content. Social media plays a role in building a transparent, responsive, and community-friendly corporate image through two-way communication. However, the study also found several challenges, including limited internet access, high expectations for quick responses, potential misinformation, algorithm changes, and limited human resources. These findings serve as a basis for improving digital communication strategies to strengthen the effectiveness of disseminating public service information