Optimization of Social Media-Based Digital Marketing in Enhancing the Competitiveness of Msmes

Abstract

Advancements in digital technology have significantly transformed how Micro, Small, and Medium Enterprises (MSMEs) execute their marketing programs. Leveraging social media within a digital marketing strategy is an effective way to reach a broader audience, build customer relationships, enhance brand perception, and strengthen business competitiveness. However, many MSMEs still utilize social media sub-optimally. This is due to limited skills in producing engaging and educational promotional content, low digital literacy, and a limited understanding of digital marketing tactics. Given this situation, this community service project was designed to enhance the understanding and skills of MSME owners regarding social media-based digital marketing, ultimately boosting their business competitiveness. The initiative was carried out in stages, beginning with an assessment of participant needs and the provision of educational materials. Subsequent stages included interactive discussion sessions, hands-on marketing content creation, practical application of social media for promotion, and assessments to gauge participant understanding. The results demonstrated an improvement in participants' grasp of digital marketing principles and their ability to use social media for promotion, as well as a renewed enthusiasm for implementing digital marketing ideas to grow their businesses. This activity is expected to foster a sustainable form of community empowerment through digital MSME transformation, while simultaneously increasing productivity, expanding market share, and strengthening business competitiveness in the digital economy.