Building an Organizational Culture that Supports Community Food Security Programs Through Social Media in Cihowe Village, Bogor Regency.

Mewujudkan Budaya Organisasi Yang Mendukung Program Kerja Ketahanan Pangan Masyarakat Dengan Menggunakan Media Sosial Pada Kelurahan Cihowe, Kabupaten Bogor.

Abstract

Desa Cihowe, Ciseeng District, Bogor Regency, has significant potential for developing Micro, Small, and Medium Enterprises (MSMEs) in the local food sector, particularly in agriculture, livestock, and fisheries. However, the lack of digital technology and social media utilization in product marketing is a major obstacle to MSME development in this village This Community Service Program (PLM) is orchestrated as a rareformative initiative to fortify the digital literacy of local MSME by equipping them with strategic competenciex in utilizing e-commerce platforms and social media ecosystems for promotional and marketing endeavors. The program operationalizes its objectives through structured pedagogical interventions ranging from technical familiarization with platforms such as Facebook, Instagram, WhatsApp Business, and TikTok to personalized mentorship in crafting compelling, targeted promotional narratives that resonate within the digital marketplace The program's results indicate that while 100% of participants had basic knowledge of social media, its utilization was limited to entertainment and passive consumption. Only 10% of participants had previously used social media for economic purposes, demonstrating a significant knowledge and skill gap in digital marketing. However, after the training, 100% of participants showed high willingness and enthusiasm to use social media for economic purposes and to enhance food security. A clear improvement was observed in the understanding and skills of MSME actors in leveraging social media to market their products.