Empowerment of MSMEs through Social Media Optimization as a Digital Marketing Strategy in Salobulo Village, Sajoanging District, Wajo Regency

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are vital pillars of the local economy, including in Salobulo Village, Sajoanging District, Wajo Regency. However, the majority of MSME operators in this area still rely on conventional marketing methods, which limit their market reach and business growth potential. This article discusses an outreach initiative regarding the use of social media as a digital marketing strategy for MSME operators in Salobulo Village. The activity aimed to provide a basic understanding of utilizing social media platforms for business purposes, covering digital marketing features, visual content creation techniques, and online transaction security. The implementation methods included lectures, Q&A sessions, discussions, and practical guidance involving students from the Digital Business and Management study programs at the Lamaddukelleng Institute of Law and Economics. Observations revealed that while most MSME operators possessed personal social media accounts, they had not yet optimized them for business use. Participants generally lacked an understanding of the distinction between personal and business accounts and were unfamiliar with specific digital marketing features. Content creation techniques also fell short of adequate standards, characterized by inconsistencies in posting frequency and visual quality. Limited understanding of social media algorithms posed a barrier to leveraging digital platforms as marketing tools. This outreach activity provided participants with a fundamental understanding of using social media for MSME marketing. Although digital technology adoption remains in the early stages, this program is expected to serve as a foundation for future community empowerment initiatives aimed at enhancing the capacity and competitiveness of MSMEs in the digital economy era.