The emergence of new media, one of which is social media has a wide and fast reach and involves its users. Social media is used by the Public Relations of the General Election Commission (KPU) of Tuban Regency to carry out public communications. KPU of Tuban Regency social media should offer interaction between agencies and the public as a public service. Social media management is also strategic to maintain the reputation of the agency. Usually run by public relations by appointing a management team or social media admin. This study aims to determine the management of social media as a public communication of the KPU of Tuban Regency based on the perspective of public relations strategy according to Cutlip and Center. The method used in this paper is a qualitative method with data collection techniques, namely in-depth interviews with two social media managers, one staff, and documentation. The results showed that the KPU of Tuban Regency social media management was carried out in 3 stages out of 4 Cutlip and Center strategies. In the first stage of fact-finding, getting media results based on segments of the Tuban community, namely Facebook and Instagram. The second stage of the planning process has been carried out but is still lacking in detail. Third, is the process of action and communication without any special planning for social media content. Irregular posting frequency. The conclusion of the KPU Tuban Regency social media management in the evaluation process of each social media has not been carried out.
The Tuban Regency Election Commission's social media has a low engagement rate. Instagram @kpu_tuban3523's engagement rate is 0.41% with an average number of interactions of 9 likes and 0 comments. The aim of the study was to find out the management of the Tuban Regency KPU Instagram social media in the 2020 Pilkada in the Era of the Covid-19 pandemic. Social media management uses 4 stages of theory. The methodology used is qualitative. Data collection techniques with in-depth interviews and documentation. The findings of this study are that the management of the Tuban Regency KPU's social media is carried out in 4 stages, but several implementation stages of the management carried out by the Tuban Regency KPU are somewhat less than optimal at the optimize, manage, and engage stages, this is based on a lack of Human Resources in managing Regency KPU social media Tuban.
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