Tilization of Social Media as a Managerial Educational Medium for Enhancing Broiler Chicken Farming Capacity

Abstract

The broiler chicken farming sector in Indonesia faces significant managerial challenges, particularly among small- and medium-scale farmers with limited access to information and formal training. This study aims to identify the potential, constraints, and optimization strategies for utilizing social media as a managerial educational medium to enhance farmers’ capacity. A descriptive qualitative approach was employed through non-participant online observation of broiler farmer communities on Facebook and educational content on YouTube, followed by thematic analysis of interactions and shared materials. The findings indicate that social media accelerates the dissemination of managerial information, strengthens collaboration, and expands farmer networks. However, limited digital literacy and unequal internet infrastructure remain major barriers to effective utilization. This study concludes that optimizing social media for managerial education requires tiered digital literacy training, the development of locally relevant content, and improved internet accessibility to support sustainable digital transformation in the broiler farming sector.