Philippine E-Journals

The Efficacy of I am Letran Facebook Page as an Online Informative Tool

Ma. Fe T. Badillo | Jonamel P. Natanauan | Roselle Anne S. Sales

 

Abstract:

This research paper evaluated the Official Facebook Page of Colegio de San Juan de Letran - Calamba: I am Letran to identify the different types of announcements posted or published on the said social media page and to determine its efficacy as an online informative tool. This research conducted a content analysis on I am Letran Facebook page posts that earned likes, comments, and shares. It also analyzed its target audience. Selected Letran college students served as respondents and direct likers or followers of I am Letran. The postings on I am Letran were composed of six categories: 1) School Offices Announcements, 2) Congratulatory/Achievement Posts, 3) Collegiate Schools Announcements, 4) Suspension Announcements, 5) Basic Education Announcements, and 6) Graduate School Announcements. The category School Offices Announcements got the highest number of posts published, likes, comments, and shares on the Facebook page from June-November of AY 2017-2018. The selected college students agreed that the I am Letran Facebook page is an effective online informative tool, and that it is their first resource when they are looking for school related announcements. They also agreed that I am Letran is a good medium for making announcements and that the said Facebook page keeps them well- informed about the events in the Colegio. The researchers recommended that the Facebook page should classify the types of announcements posted on the page and include on the post the target recipient of the announcement, highlight the most significant post for the week so that students will be able to see this first on the Facebook page before other announcements. In addition, info graphics/pictures with readable texts must be included to achieve clarity of disseminated information and create a separate institutional office responsible for I am Letran so that the institution can develop good strategies for Public Relations through social media use.