<![CDATA[This Community Service Program (PkM) aims to improve the digital literacy and capacity of the community in Wotay Village, Teon Nila Serua District, Central Maluku Regency, by using social media as a promotional medium for local flagship products, particularly Virgin Coconut Oil (VCO). The community faced several challenges, including limited knowledge of digital marketing, inadequate product branding strategies, insufficient skills in creating promotional content, and a narrow marketing reach that remained focused on local markets. The program employed a participatory approach consisting of observation, coordination with the village government, socialization, training, hands-on practice, mentoring, and evaluation. The training covered digital marketing communication concepts, the use of Facebook, Instagram, WhatsApp Business, and TikTok as promotional platforms, product photography techniques, simple video production, persuasive caption writing, and social media account management. The results demonstrated significant improvements in participants' knowledge and skills in using social media for promoting local products. Participants became capable of producing more engaging promotional content, developing product branding, and managing social media accounts for digital marketing purposes. Strong community participation and support from the Wotay Village Government contributed substantially to the success of the program. This initiative is expected to expand market access, enhance the competitiveness of local products, and strengthen the community's economy through the sustainable utilization of digital technology.]]>
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