ETOS KERJA DI MEDIA SOSIAL: STUDI ATAS WEBSITE NU ONLINE

Abstract

This research examines the work ethic on social media through a case study on the NU Online website, an official site managed by Nahdlatul Ulama (NU). As the largest Islamic organization in Indonesia, NU uses social media to spread moderate, tolerant and inclusive Islamic values. The main focus of this research is to analyze how NU Online carries out its work ethic in conveying information, interacting with audiences, and maintaining integrity and credibility on social media platforms. The method used is a qualitative study with content analysis of various types of posts published on NU Online social media, including Facebook, Instagram and Twitter. The research results show that NU Online applies the principles of consistency in delivering messages, transparency and responsiveness to the audience. However, challenges such as the spread of hoaxes and controversial interactions remain a concern in maintaining the quality of discussions on social media. Overall, this research provides an overview of how religious organizations can effectively utilize social media to spread positive values and build constructive communities in cyberspace.