<![CDATA[Pengabdian masyarakat ini bertujuan untuk meningkatkan kemampuan promosi digital bagi pelaku Usaha Kecil Menengah (UKM) Annisa 36 Semarang melalui sosialisasi pemanfaatan media sosial. UKM makanan olahan di Semarang sering mengalami kendala dalam memasarkan produk secara luas akibat minimnya literasi digital, sehingga penjualan bergantung pada pemasaran konvensional yang terbatas jangkauannya. Kegiatan dilaksanakan pada bulan Oktober 2024 dengan metode sosialisasi interaktif melibatkan 13 pelaku UKM Annisa 36. Materi mencakup pembuatan konten menarik di Instagram dan TikTok, strategi hashtag, analisis keterlibatan, serta optimalisasi iklan berbayar dengan biaya rendah. Peserta dibagi dalam workshop praktik dan pendampingan langsung. Hasil sosialisasi menunjukkan peningkatan 40% dalam jumlah pengikut/ followers Instagram UKM Annisa 36 dalam satu bulan pasca-kegiatan, serta lonjakan interaksi konten hingga 60%. Peserta mampu memproduksi konten mandiri dan memahami analitik metrik dasar. Kesimpulan, sosialisasi ini efektif memperkuat daya saing UKM di era digital, dengan rekomendasi follow-up berupa komunitas online berkelanjutan. Kegiatan ini berkontribusi pada pemberdayaan ekonomi lokal di Semarang. This community service aims to improve digital promotion capabilities for Annisa 36 Semarang Small and Medium Enterprises (SMEs) through socialization of the use of social media. Processed food SMEs in Semarang often experience obstacles in marketing products widely due to the lack of digital literacy, so sales depend on conventional marketing which has a limited reach. The activity was carried out in October 2024 with an interactive socialization method involving 13 SMEs from Annisa 36. Materials include creating engaging content on Instagram and TikTok, hashtag strategy, engagement analysis, and low-cost paid ad optimization. Participants were divided into hands-on practice and mentoring workshops. The results of the socialization showed a 40% increase in the number of Instagram followers of SME Annisa 36 in one month post-activity, as well as a surge in content interaction of up to 60%. Participants are able to produce self-contained content and understand basic analytics metrics. In conclusion, this socialization is effective in strengthening the competitiveness of SMEs in the digital era, with follow-up recommendations in the form of sustainable online communities. This activity contributes to the empowerment of the local economy in Semarang.]]>
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