Analysis Of Communication Strategy In Social Media Content Management For Educational Purposes By Titik Putih To Support Educational Psychology

Abstract

Mental health is a serious issue in the world. According to a report by the World Health Organization, approximately 1 billion people worldwide suffer from mental disorders, and every 40 seconds, a person dies by suicide. Data from the Indonesian Ministry of Health indicate that 20% of the population is vulnerable to mental disorders, and more than 19 million individuals aged 15 years and older experience mental and emotional disorders. These conditions have been associated with an approximate 47.7% increase in suicide cases. Parenting patterns identified as a significant contributing factor. As evidenced by the report of the BKKBN (National Population and Family Planning Agency) in 2023, as many as 4 out of every 100 young children in Indonesia receive inappropriate parenting patterns from their parents, contributing to an increase in child abuse cases. Family well-being is fostered through healthy parent-child relationships. Preparation for parenthood may serve as an effective strategy to reduce the number of suicides caused by mental health problems. Social media offers a valuable platform for delivering long-term educational interventions that can affect a person's cognition. Titik Putih by Intan Erlita is presented on social media as a resource supporting educational psychology and actively disseminates information on mental health and parenting. Through its content, the platform aims to promote healthier mental states and positive behavioral changes. This study aims to determine the communication strategy used by Titik Putih by Intan Erlita in managing psychological education content on social media. The study employs a qualitative research approach involving in-depth interviews. The results of this study indicate that Titik Putih by Intan Erlita implements an eight-stage communication strategy that integrates educational and personal branding processes. The communication program is grounded in emotional engagement and incorporates two-way interaction with followers, aiming to contextualize content within daily experiences to enhance understanding and application.