Social media strategy for government information services: A case of the ministry of education and culture in Indonesia

There is urgency for public agencies in Indonesia, including Ministry of Education and Culture (Kemdikbud), to provide high quality of information services. However, the absence of social media strategy is alleged to be the root of the problem related to citizen satisfaction and has serious impact on effectiveness of the planning process, especially for management to prioritize important programs and actions. By using action research methodology, this study aims to formulate social media management strategies for Kemdikbud to increase public satisfaction toward provided information services. Further, the formulated strategy will be followed up by the formulation ofperformance indicators, so as to easily measure the success rate of the implementation of social media strategies. We incorporated SWOT Analysis and Third Wave framework as the main references to formulate social media management strategies, people strategies, content strategies, and platform strategies. Direct observation techniques, document analysis, and interviews were conducted for SWOT analysis of social media management and identifying the characteristics of the people, content and social media platforms of Kemdikbud. At the end, this study successfully identifies and formulates six social media management strategies, one people-related strategy, four content-related strategies, and one platform-related strategy. In addition, there are eight performance indicators that can be adopted by Kemdikbud to measure the implementation of formulated social media strategies.