BEYOND LIKE AND SHARE: OPTIMIZING POTENTIAL OF INSTAGRAM IN A HIGHER EDUCATION ADMISSION (A Study on the Admission Office at UIN Sunan Kalijaga Yogyakarta)

Uses of social media in the millennial generation, especially Instagram, is increasing. This generation accesses various information through the media, particularly New Student Admission (commonly called PMB-Peneriman Mahasiswa Baru). Data in 2020 showed that 95.2% of active students had Instagram, and 45.8% of them accessed the PMB information through Instagram. In the next year, 96.3% of active students had Instagram, and 71.2% accessed the PMB information through Instagram. From this data, UIN Sunan Kalijaga Admission optimizes Instagram features as a promotional media. This manuscript discusses how the Admission Office of UIN Sunan Kalijaga utilizes potential of Instagram to promote its new student admission, the PMB. This study found that there are five Instagram features that can be optimized to promote the PMB information, specifically posting, caption, hashtag, instastory and paid promote features. To optimize these five features, it is necessary to prepare a timeline based on time habits of the millennial generation in using the Instagram.