The low awareness of population administration among the residents of Surabaya prompted the author to conduct a study on the content management of the Instagram accounts @swargaloka.sby and @swargaloka.sub. These Instagram contents aim to raise public awareness about the importance of population administration. This study seeks to understand how the content management of the Instagram accounts @swargaloka.sby and @swargaloka.sub is carried out. Understanding this content management is crucial to support the E-Government program in Surabaya. The city government of Surabaya has received the best Electronic-Based Government System (SPBE) award in Indonesia at the GovTech Indonesia and SPBE Summit 2024. Utilizing a descriptive qualitative research method and a constructivist approach, this study aims to examine the stages of sharing, optimizing, managing, and engaging in the content management of the Instagram accounts @swargaloka.sby and @swargaloka.sub. There are three types of content: infographics, stories, and videos. Swargaloka has yet to optimize interaction with followers through the comment section, succeed in conversations, post content to dispel negative issues, reach out to the community, and please the audience with visuals. Keywords : Public relations; social media; The Circular Model of SOME