Pemanfaatan media sosial dalam komunikasi krisis (studi analisis isi pemanfaatan media sosial Instagram dan TikTok PT Indonesia Morowali Industrial Park (IMIP) dalam komunikasi krisis pascakecelakaan kerja: periode November 2023-November 2024)

Lisna M. Sidik, Prof. Dr. Phil. Hermin Indah Wahyuni, S.IP., M.Si.

2025 | Tesis | S2 Ilmu Komunikasi

Di era digital, media sosial berperan strategis dalam komunikasi krisis karena memungkinkan penyampaian informasi secara cepat sekaligus membangun interaksi dengan publik. Peran ini semakin penting bagi industri berisiko tinggi seperti pertambangan, yang rawan insiden kerja dan mendapat sorotan publik. Tujuan penelitian untuk menganalisis pemanfaatan media sosial dalam komunikasi krisis PT Indonesia Morowali Industrial Park (IMIP) melalui Instagram @officialimip dan TikTok @imipofficial pascakecelakaan kerja. Metode penelitian menggunakan analisis isi kualitatif dengan unit analisis adalah unggahan krisis periode November 2023 hingga November 2024, Model Manajemen Krisis Pearson & Mitroff, serta Situational Crisis Communication Theory (SCCT).

Hasil penelitian menunjukkan bahwa strategi komunikasi krisis PT IMIP didominasi oleh rebuilding strategy (kompensasi korban), bolstering strategy (reminding dan ingratiation), serta diminishment strategy (klarifikasi teknis). Tidak ditemukan strategi apology maupun denial, sehingga aspek empati dan tanggung jawab moral kurang menonjol. Dari tahapan krisis, signal detection dan prevention tidak dijalankan, sementara damage containment dilakukan melalui klarifikasi cepat namun minim transparansi, recovery berfokus pada pemulihan citra, dan learning hanya bersifat simbolik melalui kampanye K3. Temuan lain adalah praktik concealment digital, yaitu penghapusan unggahan di Instagram, sedangkan di TikTok konten lebih banyak dipertahankan sebagai arsip terbuka. Penelitian ini juga mengungkap bahwa media sosial memiliki potensi strategis untuk mendukung komunikasi krisis PT IMIP, termasuk keunggulan sebagai saluran komunikasi cepat dan real-time, optimalisasi audiovisual untuk pesan krisis, peluang dialog dua arah, serta monitoring isu dan deteksi dini kekhawatiran publik. Namun, potensi tersebut belum terealisasi sepenuhnya. Respons krisis cenderung satu arah, monitoring isu berbasis media sosial belum terintegrasi secara efektif, dan interaksi publik terbatas sehingga transparansi dan legitimasi organisasi menjadi lemah di mata publik.

Penelitian ini menyimpulkan bahwa komunikasi krisis PT IMIP lebih menekankan kontrol narasi daripada dialog dua arah. Rekomendasi yang diajukan adalah menambahkan apology eksplisit, meningkatkan transparansi lintas platform, serta mengoptimalkan interaktivitas media sosial sebagai sarana akuntabilitas publik.

In the digital era, social media plays a strategic role in crisis communication as it enables the rapid dissemination of information while fostering interaction with the public. This role is particularly important for high-risk industries such as mining, which are prone to workplace accidents and subject to public scrutiny. The purpose of this study is to analyze the use of social media in the crisis communication of PT Indonesia Morowali Industrial Park (IMIP) through Instagram @officialimip and TikTok @imipofficial following the workplace accident in December 2023. The research method employed is qualitative content analysis with the unit of analysis being crisis-related posts from November 2023 to November 2024, using Pearson & Mitroff’s Crisis Management Model and Coombs & Holladay’s Situational Crisis Communication Theory (SCCT).

The results show that PT IMIP’s crisis communication strategies were dominated by rebuilding strategy (compensation for victims), bolstering strategy (reminding and ingratiation), and diminishment strategy (technical clarification). No apology or denial strategies were identified, which weakened the expression of empathy and moral responsibility. In terms of crisis stages, signal detection and prevention were not implemented, while damage containment was carried out through rapid clarification with limited transparency, recovery focused on restoring external image, and learning remained symbolic through occupational safety campaigns. Another significant finding is the practice of digital concealment, namely the deletion of crisis-related posts on Instagram, while on TikTok most content was retained as an open archive. The study further reveals that social media possesses strategic potential to support PT IMIP’s crisis communication, including advantages such as rapid real-time communication, audiovisual optimization for crisis messaging, opportunities for two-way dialogue, and issue monitoring and early detection of public concerns. However, this potential was not fully realized. Crisis responses remained largely one-directional, social-media-based issue monitoring was not effectively integrated, and public interaction was limited, resulting in weak transparency and legitimacy in the eyes of the public.

This study concludes that PT IMIP’s crisis communication on social media emphasized narrative control rather than two-way dialogue. It is recommended that the company complement its rebuilding strategy with an explicit apology, improve cross-platform transparency, and optimize social media interactivity as a means of public accountability.

Kata Kunci : Crisis Communication, Crisis management, Social Media, SCCT, Concealment, PT IMIP