Pelaksanaan Event Pelatihan Pengelolaan Media Sosial Instagram di Lima Desa Wisata Kawasan Geopark Bogor Halimun Salak

Abstract

Pengelolaan media sosial Instagram pada desa wisata di kawasan Geopark Bogor Halimun Salak, Kabupaten Bogor, masih menghadapi berbagai kendala, terutama terkait konsistensi brand identity, strategi konten, dan kemampuan produksi konten digital. Kondisi tersebut mendorong penyelenggaraan event pelatihan media sosial Instagram sebagai upaya meningkatkan kapasitas komunikasi digital pengelola desa wisata. Penelitian ini bertujuan untuk menguraikan tahapan pelaksanaan event pelatihan media sosial Instagram, meliputi proses pelaksanaan, peran pelaksana, serta bentuk pendampingan yang dilakukan sebagai upaya pemberdayaan masyarakat pada lima desa wisata di kawasan Geopark Bogor Halimun Salak, yaitu Desa Wisata Bojong Rangkas, Benteng, Taman Sari, Gunungsari, dan Gunung Malang. Pelaksanaan kegiatan mengacu pada tahapan during event management Donald Getz serta tahapan pelaksanaan event menurut Isnaini dan Susyanti (2022), yang meliputi set up venue and equipment, briefing, during event, report event, dan evaluasi. Kegiatan dilaksanakan dalam dua sesi, yaitu penyuluhan mengenai digital marketing, media sosial, Instagram, branding digital, dan strategi pembuatan konten, serta pelatihan praktik penggunaan aplikasi Canva, CapCut, dan pengelolaan akun Instagram desa wisata, termasuk pendampingan penggunaan kamera dan stabilizer pada beberapa desa sesuai kebutuhan. Hasil pelaksanaan menunjukkan bahwa seluruh rangkaian kegiatan berjalan sesuai tahapan yang telah direncanakan. Evaluasi kegiatan menunjukkan adanya peningkatan pemahaman peserta mengenai pengelolaan media sosial Instagram sebagai media promosi desa wisata serta peningkatan kemampuan peserta dalam memproduksi konten digital secara mandiri. Dengan demikian, pelaksanaan event pelatihan media sosial Instagram berhasil mendukung peningkatan kompetensi komunikasi digital pengelola desa wisata di kawasan Geopark Bogor Halimun Salak.

The management of Instagram social media for tourism villages in the Bogor Halimun Salak Geopark area, Bogor Regency, still faces various challenges—particularly regarding brand identity consistency, content strategy, and digital content production capabilities. These conditions prompted the organization of an Instagram training event aimed at enhancing the digital communication capacity of tourism village managers. This study aims to outline the implementation stages of the Instagram training event—covering the execution process, the roles of the organizers, and the forms of mentoring provided—as part of a community empowerment initiative across five tourism villages in the Bogor Halimun Salak Geopark area: Bojong Rangkas, Benteng, Taman Sari, Gunungsari, and Gunung Malang. The activity followed Donald Getz’s "during-event management" phases and the event implementation stages outlined by Isnaini and Susyanti (2022), comprising venue and equipment setup, briefing, the event itself, reporting, and evaluation. The activity was conducted in two sessions: an educational session covering digital marketing, social media, Instagram, digital branding, and content creation strategies; and a practical training session on using Canva and CapCut, managing tourism village Instagram accounts, and—where needed—receiving guidance on the use of cameras and stabilizers. The results indicate that the entire series of activities proceeded according to the planned stages. Evaluations revealed an improvement in participants' understanding of Instagram as a promotional tool for tourism villages, as well as enhanced skills in independently producing digital content. Thus, the Instagram training event successfully supported the improvement of digital communication competencies among tourism village managers in the Bogor Halimun Salak Geopark area.