Pelatihan Optimalisasi Media Sosial sebagai Strategi Pemasaran Digital Berkelanjutan bagi Pengrajin Tenun Lokal

Abstract

From a business management perspective, most partners still operate simple home-based businesses with limited use of digital technology for marketing. This community service activity aims to improve artisans’ capacity to manage social media professionally, develop creative and relevant content strategies, expand market reach, and strengthen consumer interaction. The activity was conducted through three main stages: preparation, implementation, and monitoring and evaluation. The preparation stage focused on developing an activity plan, establishing communication with partners, and ensuring implementation readiness. The implementation stage included optimizing business social media accounts and providing assistance in creating creative content based on woven products. Monitoring was conducted by observing posting frequency, content quality, and consumer interactions. Evaluation involved direct discussions, simple surveys, and interviews to identify perceived benefits and obstacles. The activity was successfully implemented in Samarinda Weaving Village. All 17 weaving artisan Instagram accounts were integrated into one centralized platform, enabling easier access through a single link. Each account was also supported in optimizing stories, feeds, and reels. Consequently, artisans demonstrated improved ability to manage social media in a more planned, professional, and consistent manner, supporting wider digital marketing opportunities.