Online Agraryo Merkado: Social Media Marketing Platform for Agrarian Reform Beneficiaries’ Organizations

The study entitled Online Agraryo Merkado: social media platform for Agrarian Reform Beneficiaries Organization (ARBOs) posits that the ARBOs can become entrepreneurs through Facebook page marketing. It included describing the Facebook Platform used to promote the ARBO products, and conducting capacity development intervention to the study’s participants. A descriptive - qualitative method was used in the study. The platform was described using the process of its development and its notable features.  Meanwhile, the capacity development intervention focused on four core objectives on knowledge acquisition, platform appreciation, content mastery, and sustainability. Feedback from participants described the platform as effective, and useful in modern marketing. As a final output, a module was proposed to equip the ARBOs with the knowledge and skills to become social media agri-entrepreneurs. Findings suggest that the online Agraryo Merkado platform is a viable tool in enhancing market access of the ARBOs, however, its effectiveness is widely dependent on the capacity of the ARBOs themselves. Continual enhancement through coaching and monitoring is recommended to ensure the sustainability of the initiative.