Optimizing Rays Billiard & Café's Social Media Using the 5 Pillars of Social Media

Abstract

This study analyses social media optimisation to increase customer engagement and promote the business at Rays Billiard & Cafe, a small business operating in the sports and entertainment sector. This study is motivated by the increasing role of social media as a strategic marketing tool for MSMEs in the digital era. The study aimed to identify effective social media strategies, including visual content, posting timing, hashtag use, and the implementation of the five pillars of social media, to support brand visibility and sales potential. The method used was Participatory Action Research (PAR) with a Focus Group Discussion (FGD) approach, involving business owners and employees as active participants in the planning, action, observation, and reflection processes. The results showed that implementing educational video content, video tutorials, and live streaming via Instagram and TikTok significantly increased audience engagement. However, the study also identified key challenges, including limited consistency in content production and ongoing social media management. The study's conclusions confirm that social media optimisation based on a participatory approach is not only effective in increasing engagement and brand awareness but also in strengthening internal business involvement in the branding process. The contribution of this research lies in the practical integration of the PAR approach with MSME digital marketing strategies, providing an applicable model for similar businesses to collaboratively and sustainably develop branding and social media-based promotions.