Optimalisasi Konten Media Sosial dalam Meningkatkan Brand Awareness Produk pada Cloud Mushroom

Abstract

The development of social media provides a great opportunity for Micro, Small and Medium Enterprises (MSMEs) to increase brand awareness of local products amid digital competition. However, many MSME players still face obstacles in managing social media, especially related to upload consistency, content quality, and audience engagement. This community service activity aims to assist Cloud Mushroom MSMEs in Kandat District, Kediri Regency in optimizing digital promotion strategies through social media content that can increase sales. The method used is Participatory Action Research (PAR), with stages of problem identification, digital promotion briefing, content creation practice, and periodic evaluation. This approach emphasizes the active involvement of partners, so that the results are not only increased knowledge, but also practical skills. The results of the mentoring showed a significant increase in social media indicators, such as the number of impressions, interactions, and frequency of uploads per week. In addition, the quality of the content became more creative, persuasive, and appropriate to the character of the product, which had an impact on increasing sales.