<![CDATA[ABSTRAK  Perkembangan teknologi digital mengubah cara promosi dan komunikasi pemasaran, khususnya melalui media sosial. Strategi social media marketing Dinas Pariwisata dan Kebudayaan Kota Bogor lewat konten Mimin Jalan-Jalan di Instagram @smilingbogorcity dianalisis untuk mengukur efektivitasnya dalam meningkatkan brand awareness usaha café lokal dan mengetahui persepsi pemilik usaha terhadap dampaknya. Metode observasi dan wawancara mendalam digunakan dengan analisis berdasarkan teori The 7C Framework. Hasil menunjukkan konten ini berhasil menerapkan elemen desain visual menarik, narasi informatif, dan komunikasi dua arah responsif, sehingga berdampak positif pada pengenalan dan ingatan merek café lokal. Persepsi pelaku usaha sangat positif, dengan peningkatan followers, interaksi media sosial, dan kunjungan pelanggan. Penelitian ini menyimpulkan bahwa strategi social media marketing ini efektif sebagai media promosi digital untuk mendukung pertumbuhan usaha café di Kota Bogor.  ABSTRACT  The advancement of digital technology has transformed marketing promotion and communication, especially through social media. The social media marketing strategy of the Tourism and Culture Office of Bogor City, implemented through the "Mimin Jalan-Jalan" content on Instagram @smilingbogorcity, was analyzed to measure its effectiveness in increasing brand awareness of local cafés and to understand café owners’ perceptions of its impact. Observation and in-depth interviews were conducted, with analysis based on the 7C Framework theory. The results show that the content successfully applied elements of appealing visual design, informative narration, and responsive two-way communication, positively affecting the recognition and recall of local café brands. Business owners’ perceptions were highly positive, with increases in followers, social media interactions, and customer visits. This study concludes that the social media marketing strategy is effective as a digital promotional tool supporting the growth of cafés in Bogor City.]]>
