The Management Study Program, Faculty of Economics and Business (FEB), Universitas Sebelas Maret (UNS), organizes an online Practitioner Lecture titled “Leadership in the Digital Era: Building an Authentic Presence on Social Media” on Thursday, October 16, 2025. The session invited Astrid Widayani, S.S., S.E., M.B.A., Ph.D. (Cand.), Vice Mayor of Surakarta, as the keynote speaker, and is moderated by Dr. Wulan Permatasari, S.E., M.M., SHRM.CP.

In her opening remarks, Dr. Sinto Sunaryo, S.E., M.Si., SHRM.CP., Head of the Management Study Program, explains that the practitioner lecture serves as a regular academic agenda designed to bridge theoretical knowledge with professional practice. “Students are expected to gain direct insights from practitioners to understand how theories are applied in real-world contexts, particularly in the field of leadership,” she states.

Astrid Widayani begins her presentation by discussing the concept of a public official’s persona on social media—how a leader’s image and identity are constructed in the digital space to reach the public, communicate policies, and convey personal and emotional dimensions.

She explains that the government’s image consists of two dimensions: bureaucratic image and political image, both of which are shaped by public perception of government officials and leaders. Astrid further highlights the concept of “authentic presence” as the foundation of leadership in the digital era. “An authentic presence on social media is not merely about being visible but about maintaining consistency between personal values and conveyed messages, ensuring transparency, and fostering two-way interaction,” she emphasizes.

She adds that authenticity is measured by credibility, trust, and emotional connection between leaders and the public. As a practical strategy, Astrid outlines four steps to build authentic presence: identifying one’s core values, maintaining consistency through relevant content, actively listening to the audience, and engaging authentically without gimmicks. She concludes by emphasizing that “authenticity fosters public trust,” which serves as the cornerstone of sustainable leadership.

The lecture, attended by students—mainly from the Management Study Program—runs interactively through a question-and-answer session. Through this activity, students not only learn about leadership theories but also gain understanding of how to develop a credible personal and leadership image in digital spaces.

This practitioner lecture also supports the achievement of Sustainable Development Goals (SDGs), particularly SDG 4 (Quality Education) and SDG 16 (Peace, Justice, and Strong Institutions), by fostering a generation of young leaders who are ethical, adaptive, and communicative in the digital era.