STRATEGI PERSONAL BRANDING GANJAR PRANOWO MELALUI MEDIA SOSIAL PRIBADI @GANJAR_PRANOWO

Social media is used by public officials to increase trust and build an image in the eyes
of the public. Personal branding is the process of forming people's perceptions of aspects that
are owned by a person, namely personality, abilities, and how all of this creates a positive
perspective from the community and facilitates political communication. Ganjar Pranowo is
one of the political actors who actively uses social media to interact with the public. The
method used in this study is qualitative with data collection methods through interviews and
documentation. Based on the results of data analysis and discussion, it was found that Ganjar
Pranowo uses his social media to distribute information so that it is easier and conveyed
properly because it adapts to the media used by the community, and uses an equalitarian style
of communication. Ganjar Pranowo also wants to be seen as a governor close to the people and
also a populist official. Ganjar Pranowo has not been able to maximize all existing features
such as hashtags and also only follows the people closest to him. on Twitter, Ganjar Pranowo
makes good use of his interactions with his followers but is still the same as Instagram in the
following feature, only following the accounts of famous influencers and official government
accounts. Instagram @ganjar_pranowo posts more about his personal activities than content
that is directly related to information regarding his duties as governor.