Social Media as a Strategic Communication Tool for Student Entrepreneurship and Community Economic Empowerment

Abstract

This article aims to examine the use of social media as a business tool for students in the digital era. Social media has evolved not only as a medium for communication and information sharing, but also as a platform that supports student entrepreneurial activities through various promotional, marketing, and consumer interaction features. This research uses a literature review method with a qualitative descriptive approach. Data were obtained through a review of various national journals, scientific articles, and relevant literature sources on social media, student entrepreneurship, and digital marketing over the past five years. The results indicate that (1) social media makes it easier for students to start and develop businesses due to relatively low promotional costs, broad market reach, and ease of establishing communication with customers. And (2) the success of utilizing social media as a business tool is influenced by creativity in content creation, promotional consistency, digital literacy skills, and strategies for building consumer trust. Furthermore, social media also serves as a learning tool that helps students understand business practices directly through digital marketing experiences. This study concludes that social media plays a crucial role in encouraging the growth of student entrepreneurial interest and activity and should be utilized optimally and responsibly. The novelty of this article lies in its discussion, which specifically highlights social media as a business learning tool and as a medium for student business development in facing the challenges of the ever-evolving digital economy.

Keywords: social media, student business, entrepreneurship, digital marketing, online promotion.