Analysis of Social Media Utilization as a Promotional Strategy at the Nias Heritage Museum, Gunungsitoli

This study aims to analyze the use of social media as a digital promotion strategy and the management of promotional content on the Instagram, Facebook, and TikTok accounts of the Nias Heritage Museum in Gunungsitoli. The study uses a qualitative descriptive method with data collection techniques including observation, interviews, and documentation. The research informants are the social media managers of the Nias Heritage Museum who are directly involved in managing and publishing content on the museum's social media. The results show that social media is used as a tool to share information about the museum's collections, cultural activities, visit documentation, and various museum events through photo and video content. Facebook turns out to be the platform that contributes the most to museum promotion because it has a high number of followers, reach, and interactions. Social media content management hasn’t been done optimally because there’s no consistent planning and posting schedule yet, and there are still limitations in human resources for creating and managing digital content.