Confessions of a Social Media Administrator

The medium is the message. (McLuhan, 1964)

Social Media, nowadays, has been an effective tool, both for the individual and the organization, for two purposes -- to build image and/or to connect with  other people. Basically, there is a trend today for people, communities, and organization, who utilize this type platform. Each of them either have an account on Facebook, Twitter, Instagram, LinkedIn, and the likes of social networking sites.

Yet, let me focus here on Facebook Pages for groups, communities, and organizations. Basically, I for myself, am handling one company's Facebook Page. More than being a Senior High School Facilitator at the Dominican College of Tarlac (DCT), I happen to be one of the Social Media Administrator of the Department's Facebook Page (Dominican College of Tarlac - Senior High School)

(c) Screenshot of www.fb.com/dctshs

Specifically, my activities focused on:

• posting announcements, schedules, policies and memoranda;

• uploading photos and videos regarding department's events and outputs;

• platform for attending messages, questions and inquiries from the stakeholders;

All of these are either of my liberty (because I function as one of the department's "documentarist") or through the permission or instruction of my immediate supervisor.

But, as I have done my part as being a Social Media Administrator, I realized things and formulate insights, how this platform is helpful, not only on branding and connection, but also to the mass communication process within and beyond the organization in reaching our targeted audience.

Two-step Flow Model and Agenda - Setting Function Theory Model

(c) Google Images

The Unseen Opinion Leaders

To contextualize, Two - Step Flow Communication Theory states that "information from the media moves in two distinct stages -- first,, individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information.

Specifically, whatever instruction comes from the Department (and even from the outside authorities), is being passed or emphasizes to the stakeholders (especially students) through the page's announcements -- and, administrators are the ones who make the message available on the facebook pages. They are considered as opinion leaders, though unseen, in a sense, that they are anonymous to some, if not all.

Agenda - Setters: Only SHS Concerns*

As the name of the Facebook Page stated, it is the Official Department's Facebook Page. So, it focused on the matters that involves the department. Not to being rude but to develop a sense of corporate branding -- matters such as announcements, activities and interaction are limited only to SHS Concerns. As an administrator, I have encountered such inquiries that are outside the department concerns: tuition expenses for Elementary Pupils, Subsidy Updates for College Students, Job Openings and many more. But, to maintaining utmost professionalism, we still reply but we refer them to the appropriate authorities or department who can assist them better.

The presence of social media is indeed beneficial for many purposes. Yet, as administrators of this platform, it is unto us to make or break the system through maximization or through exploitation. Remember, our power lies behind the screen or monitor -- and we have to use it responsibly.

This blog post is a partial requirement in Advanced Communication Theory course under the tutelage of Atty. Elgene Feliciano at Holy Angel University (in partnership with Asian Institute of Journalism and Communication) under the program of Master of Arts in Communication.

*Personal opinion of the blogger does not necessarily reflects the opinion of his co-workers, the management, and the institution as a whole. Yet, the author expressed recommendation to utilize social media platform through creation and function of a official social networking site per department.

#agendasetting #socialmedia #twostepflow