Strategi Manajemen Kehumasan Digital Berbasis Media Sosial Facebook dalam Penguatan Transparansi dan Mutu Layanan Publik di SDN 21 Talang Ubi

Abstract

The era of digital transformation requires primary educationalinstitutions to adapt modern public relations management toenhance transparency and the quality of public services. Thisstudy aims to analyze and deeply describe the optimization ofFacebook social media as a public relations managementinstrument to improve the quality of educational services atSDN 21 Talang Ubi. This study employed a descriptivequalitative approach with a single case study design. Data collection was conducted through in-depth interviews withkey informants namely the Principal, School Operator, and a parents' representative supported by participatory observationand documentation studies. Data analysis followed theinteractive model by Miles, Huberman, and Saldana, comprising data condensation, data display, and conclusiondrawing. The results indicate that: (1) strategic planning andleadership policy serve as the primary foundation for digital public relations adoption; (2) technical management of theFacebook account operates adaptively despite human resourcelimitations; (3) the utilization of social media featuressuccessfully revolutionizes institutional communicationpatterns into interactive two-way dialogues; (4) informationtransparency strengthens institutional accountability andfosters public trust; and (5) the optimization of digital publicrelations positively correlates with the improvement ofprimary education service quality. These findings confirm thatFacebook-based public relations governance is an essentialcatalyst in establishing a transparent, accountable, andstakeholder-oriented primary education unit.