Optimalisasi Pemanfaatan Media Sosial sebagai Sarana Promosi Usaha Ayam Petelur BUMLe Doke Mariu, di Lembang Bulian Massa'bu Kecamatan Sangalla'

Abstract

Lembang Bulian Massa'bu in Sangalla' District, Tana Toraja Regency, has rural economic potential through a laying hen farming business unit managed by the Lembang Owned Enterprise (BUMLe) Doke Mariu. However, this business still faces obstacles in the downstream marketing chain, especially the limited reach of promotions that have not utilized digital media optimally. This community service activity aims to optimize the use of social media as a means of digital promotion to expand the marketing reach and increase sales of BUMLe Doke Mariu fresh egg products. The method of implementing the program was designed in a structured manner and agreed directly with Mrs. Lembang and BUMLe managers, including four main stages: (1) agreement and analysis of partner needs, (2) training and creation of promotional content directly at the business location (product photos and videos), (3) assistance in content publication and evaluation of digital interactions, and (4) submission of program sustainability guidelines in the form of social media management modules. The results of the activity showed that the optimization of social media such as Instagram, Facebook Page, and WhatsApp Business succeeded in increasing product visibility, expanding market access, and encouraging an increase in digital fresh egg orders. This activity is in line with the achievement of SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure) through strengthening the capacity of digital-based MSMEs in rural areas.