The Challenge of MSME Visibility in the Digital Era
Social media has become an important channel for MSMEs to reach consumers. Changes in consumer behavior, with more people conducting activities digitally, have made platforms such as Instagram, TikTok, and Facebook strategic tools for introducing products and building customer relationships. However, not all MSME owners have adequate skills or systems for managing digital marketing.
This challenge was also experienced by Bakmie Asta, a handmade noodle business operating in the Food Court area of Pasar Santa, South Jakarta. Its location inside the market made the business less visible to people outside the area. Before the social media management project was implemented, Bakmie Asta's digital activities were largely limited to an Instagram account that was rarely updated. The business also did not have active interactive channels on TikTok and Facebook.
To address this issue, Arsyad and Permana implemented a more structured social media management system. The SDLC Waterfall model was used to organize activities ranging from planning, analysis, and design to implementation and evaluation. Team performance was then measured using KPIs so that content production and digital engagement could be compared with predetermined targets.
Social Media Management Conducted Over Eight Months
The project lasted eight months, from May to December 2025. The team collected information through direct observation, in-depth interviews with the business owner, analytics data from Instagram, TikTok, and Facebook, as well as historical transaction reports. The data were used to develop segmentation strategies, analyze business strengths and weaknesses, and evaluate social media performance.
The work began with team formation, task allocation, field observations, interviews with the Bakmie Asta owner, competitor analysis, and the development of STP and SWOT strategies. The next stage included creating an editorial calendar, preparing content materials, and designing visual assets using Canva and CapCut.
During implementation, the team scheduled short-form videos and static images for publication across the three social media platforms. The strategy was supplemented by paid advertising, collaboration with food vloggers, and regular monitoring of digital metrics. Weekly and monthly evaluations were conducted using the team's KPI framework.
Team Performance Improved After the Workflow Was Structured
The evaluation results showed an improvement in team performance after the new workflow was established. During the first quarter, the team achieved 85 percent of its content publication target, producing 61 pieces of content against a target of 72. Social media engagement also reached 75 percent of the target. However, several indicators, including timeline development, team coordination, reporting, and problem resolution, reached 100 percent.
Performance improved during the second quarter. The team published 91 pieces of content against a target of 72, representing 126 percent achievement. Content quality control also reached 126 percent, while engagement performance reached 83 percent. Planning, coordination, reporting, and problem resolution indicators again achieved 100 percent.
During the third quarter, content publication reached 75 pieces against a target of 72. The article recorded a score of 156 percent for content upload and quality-control indicators, while engagement performance reached 67 percent. The findings indicate that a documented workflow helped the team maintain content production, although higher content output did not always result in higher audience engagement.
Paid Advertising Delivers Fast Reach, While Organic Content Provides Greater Stability
The Next Challenge: Turning Views Into Followers and Sales
Although content reach increased, Arsyad and Permana identified another challenge: high view counts did not automatically generate substantial follower growth. Instagram gained only single-digit numbers of new followers during several periods toward the end of the project, while TikTok averaged around five new followers. This contrasted with the relatively high number of views.
The finding suggests that social media audiences may enjoy content without following the account or making a purchase. Therefore, digital marketing strategies need to move beyond attracting attention toward encouraging consumers to take action.
The team recommended using more persuasive calls to action (CTAs), developing interconnected content series, and providing direct incentives. One example mentioned in the article is offering discounts or complimentary food to customers who can demonstrate that they have followed Bakmie Asta's official social media accounts. Such strategies are expected to transform digital interactions into customer communities and ultimately support sales.
Lessons for MSMEs
For culinary MSMEs, the findings show that digital marketing is not simply about creating and uploading content. Systematic management, measurable targets, regular evaluation, and the ability to adapt content to audience behavior are important components of an effective strategy.
Arsyad and Permana concluded that paid advertising is effective for market penetration and can generate rapid increases in reach over a short period. Meanwhile, consistent organic content that is relevant to trends, visually appealing, and supported by product storytelling has greater potential to maintain long-term brand awareness.
The findings also suggest that MSMEs should use both approaches dynamically. Paid advertising can introduce a brand to new audiences, while organic content can maintain attention and build relationships with consumers.
Author Profiles
Muhammad Arsyad is the lead author of the article and is affiliated with Universitas Mercu Buana. He serves as the corresponding author. Dudi Permana is also an author of the article and is affiliated with Universitas Mercu Buana. The article does not provide the authors' academic degrees or specific fields of expertise in the available metadata, so those details cannot be added without supporting sources.
0 Komentar