The Impact of Engagement Interpretation on Efforts to Foster Social Media Engagement of The Bandung City Government, Indonesia

Abstract

Public engagement with the social media managed by the Bandung City Government remains suboptimal, with low average scores on Instagram and Twitter (X). This situation is attributed to the misinterpretation of engagement by the administrators of the city's social media platforms. This study analyzes how social media administrators interpret engagement and how that interpretation influences strategies to foster meaningful engagement. Using a case study approach, the research gathers data from interviews, observations, document analysis, and quantitative content analysis. The research findings indicate that the interpretation of engagement and an excessive focus on likes has led to a lack of deeper public interaction. Therefore, a shift in approach toward more dialogical two-way communication is necessary.