Content pillar and content planning management on the Twitter account of the sports development Institute - Muhammadiyah Central Board

Abstract

The Muhammadiyah Central Board Sports Development Institute (Lembaga Pengembangan Olahraga Pimpinan Pusat Muhammadiyah, or LPO PP Muhammadiyah– in Bahasa) is one of the supporting leadership units under the Muhammadiyah Central Board. LPO is a new institution from the Muhammadiyah Congress in Solo in 2022. This research aims to determine how the Muhammadiyah Central Leadership Sports Development Institute manages content pillars and content planning on Twitter. The research methodology used in this research is a qualitative descriptive approach using the case study method. The subject of this research is the Twitter or X account manager, and the object of this research is content pillar management and content planning based on research indicators. The location of this research was carried out at the LPO PP Muhammadiyah office. The data collection technique for this research uses interviews, observation and document study. The results of the author's research show that the new media used by LPO Muhammadiyah, namely Twitter or X, have yet to obtain significant results for developing social media accounts. The use of content pillar management and content planning that has been applied is relevant to using the social media management theory that the researcher describes. Threads are still the main content on Twitter from the LPO PP Muhammadiyah account. The authors recommend that content pillar management and content planning activities be focused on adapting to trends and using hashtags relevant to what is happening at that time. So LPO PP Muhammadiyah can get a broader reach in reaching a wider audience.