Optimalisasi Penggunaan Media Sosial dan Penyusunan Content Planner Dalam Pengembangan Perusahaan Pada Travellink Bali

Abstract

This study discusses the optimization of social media utilization as a digital marketing strategy at Travellink Bali. The scope of the study focuses on improving audience engagement through structured content management, content planning, and visual enhancement. The method applied is a community service approach using integrated activities, including education, training, and direct offline assistance. The implementation stages consist of problem identification, social media management training, preparation of a content planner using Google Spreadsheet, content visualization training, and periodic evaluation and monitoring. The findings show that all programs were successfully implemented with 100% achievement. The results indicate a significant improvement in the consistency of content posting, better content organization, and more attractive visual presentation. In addition, audience reach and engagement increased after applying structured strategies. The use of a content planner proved effective in guiding systematic and sustainable content publication. Overall, this program contributes to enhancing the effectiveness of digital marketing and strengthening the company’s professional branding.