Pendampingan Pemanfaatan Media Sosial Sebagai Sarana Branding dan Komunikasi Efektif pada Yayasan Bina Insan Bangkalan

Abstract

The digital disruption era requires Islamic educational institutions to reposition their public communication strategies to build public trust. The Bina Insan Bangkalan Foundation, which oversees TKIT, SDIT, and SMPIT levels, possesses a strategic advantage in the concept of Continuity of Education, yet its social media utilization remains partial and unintegrated across units. This community service activity aims to provide mentoring on the use of social media as a means of branding and effective communication through the Integrated Marketing Communication (IMC) approach. The method employed is Participatory Action Research (PAR), encompassing digital audits, strategic leadership workshops, technical training in design and storytelling for admins, and the formulation of operational standards. The results indicate a significant transformation in the institution's digital communication governance, marked by synchronized visual identity and coherent curriculum narratives across all units. The improvement in human resource capacity regarding digital storytelling successfully increased the engagement rate by 65% and strengthened the foundation's bargaining position in the Bangkalan region. To ensure sustainability, a Digital Communication SOP document was produced as a standard managerial guide. This service concludes that cross-level communication integration is the key to professionally communicating a holistic Islamic education ecosystem in the digital age.