Aksyon at Malasakit

A SOCIAL MEDIA MANAGEMENT CASE STUDY ON HOW THE

M U N I C I P A L I T Y O F S A M A L U T I L I Z E S T H E U S E O F F A C E B OOK P A G E T O
D E S I M I N A T E I N F O R M A T I O N A N D A D D R E S S C O N S T I T U E N T 'S C ON C E R N S

Donna Mae Dominguez

Leigh Anne Lansangan
Aira Joyce Gonzales
Justine Lyn Bonina
Carl Castillo
Alex Silva

BA COMM NMT 2

NCOMO113 Social Media and Mobile Technology for Communication

Campaigns

1st Semester, AY 2020-2021

 THE
COMPANY

Aida De Guia Macalinao page was

designed as an announcement bulletin
of current events or news happening
inside the Municipality of Samal.
Morever, it is also the platform wherein
MR. AARON C. RONDILLA
the people living in the LGU can raise
their own conerns about a certain event
The respected Social Media Manager of
or news.
Samal Local Government Unit (LGU) was
a graduate of Masters in Public
On the other hand, Human Resource
Administration at Bataan Peninsula State
Management Office - LGU Samal was
University wherein he also took his
crafted for the employees of the
Bachelor of Science in Secondary
Municipality of Samal. Mr. Rondilla
Education Major in Social Studies degree.
stated that the page is used to highlight
Currently, Mr. Rondilla is working at the
the hard work of every employee as well
local government unit of Samal in his
as the new rules inside the office.
plantilla as Human Resource Officer, but
for the previous administration up to
Since, the pages handled were all
August of 2020, he was the Supervising
about the information about the Samal
Administrative Officer. Moreover, he was
LGU, therefore, the target audience is the
the one who handled all the programs,
people residing in the said municipality.
projects, and activities of the local chief
executive of the Municipality of Samal. In
addition to it, he is also the speech writer
of the Honorable Aida Macalinao.

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 THE
CHALLENGES
"Mahalaga yung aware ka, connected ka,
engaged ka sa community, tapos alam mo
'yung mga observances, alam mo yung mga
celebrations, alam mo yung concerns."

Mr. Aaron C. Rondilla

Before executing their plans and strategies, the Local Government Unit
of Samal, Bataan social media manager wants to first address the negative
comments of people upon their social media announcements. Since the
platforms he is handling are the faces in social media of the honorable
person in the community, he is aware that he must filter his words of
response and hold his temper. Moreover, Mr. Rondilla considers the
activeness of every unit of Samal in social media accounts. He quoted
“marami siyang [Honorable Gene Dela Fuente] ginagawa, kailangan malaman
ng mga tao na may ginagawa siya”. In addition, the social media manager
also makes sure that there is no one that will be left behind with all of the
announcements.
Mr. Aaron Rondilla also clarifies that as a social media manager, he must
be aware of everything that is happening inside the community. He believes
that being connected to the public is powerful to address all the possible
problems that might come ahead.

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 THE
SOLUTIONS
Mr. Aaron C. Rondilla breaks down his
own framework in ensuring that every page
that he handles is used properly. First, he is
making a template that will be used as a
distinguishment of their brand. Second, he
creates different designs for news and
announcements which will fit the size of
social media platforms. After that, he
produces logos and makes creative names Mr. Aaron C. Rondilla said that

such as GENEuine Transformation which when he is posting on Facebook, he is

was created 9 years ago for Mayor Gene for also considering the time which he calls

Liwanag ng Samal. Font style and size are as “Prime Time”. According to him, it is

also important as he designs a template, it is the time where most of the audience

because for him, the thickness and spacing are online and active, which in his

must fit to be considered readable. He also observation was between 5:00AM to

considers the color combination of the 7:00AM and 5:00PM to 7:00PM.

template and color of the text style he will However, if it is an important news

use. As he said in the interview, the content about the community, he immediately

of the layout must be short but it must sum announces it to the public. He keeps

up all the information needed. According to himself updated not only from the news

him, it is important that no portion of the inside the municipality, but also from

post should be cut. In this case, he makes the news outside that might affect

sure that the size it must also be perfect. Samal.

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 THE
SOLUTIONS
When it comes to his goals, he specified that
his main goal as a social media administrator is
to connect the information inside the office to
the public. Mr. Rondilla makes sure that all
messages must be transmitted to the people
the fastest and clearest way they can. He
emphasized that after the implementation of
Luzon lockdown last March 16, 2020, they really
"Basta kapag may problema, kung
have an active social media accounts in order
ano ang sasabihin ng tao, i-note natin
to reach people and make the public updated
iyon kasi may learning tayo doon, para
with the recent news and announcements.
maging strategies.” this quote from the
Through the activeness of the Municipality of
mayor of Samal Municipality was the
Samal’s pages, they believed that their
best fit to solve the problems they are
community trended and known more.
facing. They turn the negative
As Mr. Rondilla continued to share his
comments as constructive criticisms
experiences, he mentioned that they
and address it directly with the people
experienced being bashed particularly around
involved. Most importantly, he added
March 23 or 24 this year regarding the issuance
that the page he is handling must be a
of the travel pass. Furthermore, he stated that
platform wherein everyone can voice
nowadays, netizens are mostly brave or worse,
out their opinions and people must
furious. “Netizens”, as he described, will tell
know that they are being heard by the
anything that they want to say because
government officials.
everyone has the right to express opinions, and
discuss their stand.

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 THE
RESULT

After all the preparations in making the page, Mr. Aaron C. Rondilla made a good
result of his efforts. They were able to hit the goal of transmitting the information into the
fastest way and wherein the public was able to understand it at the easiest way possible.
Aside from this, they were able to garner 2,000 followers with 1,961 likes and counting at
Mayor Aida Macalinao De Guia Facebook page. Meanwhile, the Human Resource
Management Office - LGU Samal has now 1,839 followers with 1,779 overall likes as of
November 4, 2020. Moreover, Mr. Rondilla’s way of addressing the public’s concerns has
given them concrete answers towards a problem and they were able to resolve it
accordingly.
As Mr. Rondilla quotes “Dapat mayroon kang pagtanggap sa mga suhestiyon tapos
mayroon ka naman ding aksyon na ma-bridge yung medyo napansin nilang medyo may
mali.” It was his point of realization to accept every opinion of the people and not just
hear all the concerns, but also make moves about it. The social media manager also
stated that it is about the right balance. He views social media as a bridge to be heard
and for the public to be understood.

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 From the beginning of the interview upto the end of it, Mr.
Rondilla has been transparent to answer all of the questions that
had been asked. He made sure that he precisely answered the

A
concerns with the knowledge he had on managing the page.
Moreover, he even gave the tiniest details of his framework, such
as the way of sizing, color combination, and font. He states that
before disseminating the announcement, it is important for him

N
to create a template that the public will understand that it is from
the Samal Local Government Unit (LGU) page. Through this
information, the organization of everything before taking into
place can be observed. The social media manager was distinct on

A
what he wanted the target audience to see. He wants the
audience to distinguish even without reading the context, that
the announcement was from the Municipality of Samal just by
looking trough the layout. In this case, the pages he was handling

L
were leaving a unique brand style with every person seeing it

Moving on with the goal of the page, at first it was clearly

about letting the public know about what projects of the
government are taking place inside the community. However, the

Y next goal is to reach the people with the current news and
announcements in the fastest way they possibly can. As Mr.
Rondilla stated “Kailangan, naka-angkla ka sa normal na
sitwasyon ng komunidad.” It is important for the municipality that

S there is no one must be left behind so he takes in consideration

and understands every situation of the constituents. In addition to
it, he quotes “Ang goal ma-communicate mo yung gusto mong
sabihin na pagkahaba haba sa opisina, pero kapag nilagay mo na

I sa social media . Kasi ang tao tamad magbasa. So dapat pagtingin

palang nila okay this is about ganito." Connecting with the
detailed template, the clear goal of the page is its power. Through
thinking the exact goal, they are able to reach people the way

S
they want and they are able to disseminate the context clearly to
the audience.

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 Mr. Aaron C. Rondilla has also transparently answered the
techniques of how they handled the problems before and during
experiencing it. He mentioned in the interview that it was the

A
current Mayor of the municipality who taught them how to
address certain issues towards their administration. In particular,
their strength to solve a certain issue is to reach the problem and
make sure to not let it slide, “inaabot talaga namin” as the social

N
media manager describes. Even Mr. Aaron admits that through
the criticisms that have been thrown upon them, they were able
to learn from it. The handler opens the page for criticisms and
transforms all the criticisms into lessons.

A After analyzing all the data that has been gathered, the social
media pages that Mr. Aaron C. Rondilla was succeeding to its

L
purpose. It was clearly stated that the page has its own design,
has a direct goal, and was able to address the concerns of the
Samal LGU constituents. The page has the quality to deliver
quality news and information out to the public. Therefore, all the
given information by Mr. Rondilla are can be observed on the

Y Facebook page of the Municipality of Samal.

Overall, this activity helped the group to have a wide

knowledge about the usage of social media platforms. Mr.

S Rondilla made the researcher realize the advantages and

disadvantages of those platforms. The ways to deal effectively with
people who he called, “netizens”. The efforts that he puts to make
sure that every post that he does will be worth seeing by the

I public. The concern that he makes the people feel to secure their
safety is really overwhelming.Through all of these realizations, Mr.
Rondilla and his team are really doing their job and were
succeeding with their purpose. They get to open the minds of

S
people to be smart, responsible, and kind which they believe the
true meaning of success.

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