ABSTRACT
The importance of social media as a medium for social interaction, communication, and marketing is evolving. A growing number of firms in a variety of industries have already incorporated or intended to integrate social media applications into their marketing campaigns. customer service, and other operations related to helping them in engaging with their consumers. Higher education institutions show increased interest in the potential of social media as a tool for disseminating information and engaging stakeholders. This study investigated the utilization of social media platforms as a medium for sustaining effective communication at Bicol State College of Applied Sciences and Technology (BISCAST) amidst the COVID-19 pandemic. The study used a quantitative case study research approach in which data from Facebook's key metrics were analyzed and described. The number of engaged stakeholders on the BISCAST Facebook page increased when the enhanced community quarantine was implemented amidst the pandemic. It was also revealed that parents, students, and teachers follow the Facebook page for news and announcements, especially with regard to enrollment updates and information. The results showed that social media usage promoted stakeholders’ involvement in the academic institution. Students also used social media to build an online community and support each other. It can also be noted that different stakeholders, like parents, students, and teachers, participated in social media discussions, which contributed to sustaining effective communication channels. The results confirm that proper social media usage could promote a new era of social learning, social presence, and an alternative platform to foster online learning.
