This research focuses on managing the social media platform (Instagram) of the Directorate General of Immigration (DGI). Researchers want to learn about the handling of messages on social media Instagram of the DGI and their responses to public comments on the Instagram page of DGI. The theory used in this study is Regina Luttrell's theory of social media management, The Circular Model of Some. This study uses a qualitative descriptive method, collecting data through in-depth interviews. From the study results, it is known that for the share strategy, DGI starts by understanding the characteristics of Instagram users so that they can determine the right strategy to disseminate information. From the optimization aspect, apart from making a posting schedule, they also mobilize the admins of each Immigration office to help disseminate information. From a management aspect, DGI regularly monitors the media and makes a regular reports as an evaluation and accountability to superiors. For the engagement aspect, it is found that the number of likes and comments is significant, a result of enthusiasm from people seeking information about Immigration. Regarding responses to public comments, the DGI has tried to respond quickly. However, some negative comments saying that responses are often late still can be found. Finally, research concludes that the Directorate General of Immigration's social media handling, Instagram, aligns with the theory of The Circular Model of Some. However, there is still a need for improvement regarding the administrators' response to public comments.

The existence of new media has more or less changed people's behavior and lifestyle in communicating via digital. Seeing the pace and direction of these changes, the Government must immediately develop and implement a new communication strategy related to the implementation of e-government; that the current Government has implemented to provide good services to the community effectively and efficiently. Researchers want to know and measure New Media Literacy's twelve New Media Literacy  Jenkins levels. The method used is a quantitative research method with a purposive sampling technique. The researcher recommends that government institutions as public servants can improve the New Media Literacy of each employee so that employees can communicate with the community effectively and efficiently.