The use of @beraucoal.id as a Publication and Information Media of PT. Berau Coal

In utilizing Instagram social media, PT Berau Coal has Instagram (@beraucoal.id) as a publication and information tool for the public. Researchers used descriptive qualitative research methods with observation, interview and documentation data collection techniques. Researchers aim to find out how Instagram is used in company information publication activities. The research results show that PT Berau Coal uses Instagram as an appropriate communication medium with the public and stakeholders. By using 4 important aspects in the theory of The Circular Model of Same (Share, Optimize, Manage, Engage). In the Share aspect, the company actively participates in social activities, builds relationships with the community, and builds trust. The Optimize aspect shows the use of Instagram features such as Feeds, Reels, Stories, Highlights, Captions and Hashtags to disseminate information more efficiently. The Manage aspect emphasizes the importance of managing content consistently and in accordance with Indonesian language norms. Lastly, the Engage aspect highlights collaboration with local influencers to increase interaction and create closer relationships with the community.