Optimalisasi Media Sosial sebagai Strategi Pemasaran Digital untuk Meningkatkan Brand Awareness UMKM Dapur Men Nara

Abstract

Dapur Men Nara is a micro, small, and medium enterprise engaged in the production and sale of frozen food in Denpasar, Bali. The business partner faced limitations in utilizing social media as a marketing tool, particularly in content planning, publication consistency, visual identity, and communication management with potential customers. This community service program was conducted to improve the partner’s ability to manage social media systematically as an effort to strengthen brand awareness. The program employed a participatory approach consisting of needs identification, activity planning, social media management implementation, mentoring and monitoring, evaluation, and recommendation development. Data were collected through observation, interviews, documentation, and examination of the partner’s social media account. The results showed that the partner developed a more systematic social media management pattern through the preparation of a content calendar, diversification of promotional materials, application of a more consistent visual design, and implementation of both hard-selling and soft-selling content strategies. The mentoring activities also improved the partner’s understanding of content planning, production, scheduling, and evaluation. This program provided a foundation for the partner to manage social media independently and sustainably. More structured social media management was expected to strengthen brand identity, expand the dissemination of product information, and enhance the business’s competitiveness in digital marketing.