Local Wisdom In Digital Marketing: Leveraging Social Media To Promote Culture In Palangka Raya

Abstract

This local wisdom consists of culture, types such as art, traditions, and also values ​​of life ​​that upheld by Palangka Raya society. This local wisdom can be spread to a broader audience, domestically and internationally, through digital marketing, particularly on social media. For instance, promoting cultural festivals, handicrafts, and regional culinary specialties through platforms like Instagram and Facebook. They were not very familiar with the use of social media to promote local culture. Most SMEs in Palangka Raya have not utilized social media optimally. That indicates a gap in the application of digital technology that can have adverse effects on efforts to preserve and promote local cultural heritage. Hence, this research is conducted qualitatively with a case study method to explore the justication for implementing local wisdom in Palangka Raya on a digital marketing strategy using social media. This approach was selected as it enables investigators to explore the behaviour of people within local geographies, cultural value and their relationship with digital technology. One of the most effective mediums to showcase local culture to greater community is social media. Understandably, information about the culture of Palangka Raya can spread through information on these platforms. The problem encountered in this campaign was the absence of budget to produce quality content on a regular basis. The campaign team understood that they had to do better at creating visuals and storytelling that would appeal to a broader audience. As a result, training and workshops for cultural actors in Palangka Raya are needed as preliminary steps to work towards the quality of the content. It is also very important to provide training and capacity building to cultural actors on how to use social media. This will definitely be able to maximize the role of cultural actors in mastering local wisdom. In short, digital marketing through social media can be a good opportunity to introduce local wisdom to Palangka Raya. With the help of digital platforms, business actors can reach a wider audience, also raise awareness of the local culture. But, with the right approach, the same challenges to wait, from technological ignorance and intense competition to finding a point of culture, can be resolved.