ABSTRACT
Facebook has taken the world by storm. It has influenced people’s ways of life and even buying attitudes. In the phenomenal rise of pull marketing, entities from various industries, including the private colleges have joined the bandwagon of taking advantage of the power of Facebook in providing quality customer service as well as superb sales experience – student recruitment. As a pioneer provider of computer-aided learning, Academy of Learning Career College-West Coast Campuses also utilize Facebook in its marketing efforts. This study aims to answer the main questions: (1) how effective is the Facebook page of Academy of Learning Career College-West Coast Campuses as a marketing tool? (2) how it meets the criteria for a successful marketing page? This study is heavily guided by the Media System Dependency Theory Model. The total population of the Software & Web Development program of Academy of Learning Career College-West Coast Campuses were the respondents. They were asked to answer a questionnaire since they are all exposed to Facebook and its functionalities. The data gathered were computed using frequency and percentage distribution. The study revealed that Academy of Learning Career College-West Coast Campuses’ Facebook page has a decent level of audience engagement, there are areas that require improvement to maximize effectiveness as a marketing tool.
Keywords: social media, Facebook, Facebook marketing, private college
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