<![CDATA[The advancement of information and communication technology has had a significant impact on the world of Islamic preaching (da'wah). Social media has become one of the strategic tools for disseminating religious messages widely and rapidly, including within Islamic boarding schools (pesantren). This study aims to describe the forms of social media usage as a means of da'wah, identify the challenges faced, and analyze strategies for optimizing social media at Pondok Pesantren Modern Al Azhar Menganti Gresik. This research employed a qualitative descriptive approach with data collection through interviews, observation, and documentation, analyzed using the Miles, Huberman, and Saldana model. The findings indicate: (1) The pesantren utilizes Instagram, TikTok, YouTube, and Facebook to publish da'wah content including short sermons, Qur'anic recitations, student activity documentation, and Islamic motivation; (2) Challenges include limited human resources skilled in digital media, inadequate production equipment, absence of a social media management SOP, and low audience engagement; (3) Optimization strategies include creative content training for students, formation of an internal media team, use of Canva and CapCut applications, content scheduling, and periodic evaluation. These findings demonstrate that optimizing social media can serve as an effective bridge in delivering Islamic values to the broader community, particularly the younger generation, when managed properly and strategically.]]>
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