INTRODUCTION

In the digital age, social media has emerged as a powerful tool for communication and information
dissemination. Its potential as an educational platform is increasingly being recognized, particularly in
the field of Communication Studies. The study is anchored on the premise that social media, when used
effectively, can significantly enhance the learning experience of BAComm students. Educational coaches,
in particular, can leverage these platforms to share educational resources, facilitate discussions, and
foster a collaborative learning environment. This research entitled "Evaluating the Effectiveness of Social
Media as a Platform for Educational Coaches in Disseminating Communication References for BAComm
Students" seeks to explore and assess this potential.

Social networks, according to Bartlett-Bragg (2006), offer a variety of applications that enhance group
interactions and shared spaces for collaboration, social connections, and information exchanges in a
web-based environment. In September 2016, TikTok, also known as Douyin in China, made its debut. The
following year, TikTok was launched worldwide. With more than 45 million downloads globally duringthe
three-month period, the application launched by Beijing-based digital unicorn Bytedance has surpassed
Facebook and WhatsApp as the most popular app (Zheping, 2018). As the most downloaded application
in July 2020, TikTok is one of the most famous social networking sites which targeted youngsters to share
their 3 to 60-second-long videos. TikTok allows users to record videos of themselves goofing off to music
or spoken-word clips and then edit the footage with a variety of effects. As of 2021, TikTok is one of the
world's most popular applications (at least among those under a certain age). Hence, this study aims to
discover the usefulness of the TikTok application as an educational tool to teach listening skills in English.

However, despite the growing use of social media in education, there is a need for empirical evidence to
support its effectiveness. This research aims to fill this gap by evaluating the impact of social media as a
platform for educational coaches in disseminating communication references.

The findings of this study are expected to provide valuable insights for educators, policy-makers, and
educational institutions in the BAComm field. They will shed light on the benefits and challenges of using
social media as an educational tool, and provide guidance on how to maximize its potential to enhance
student learning.

The shift in education towards online learning, as highlighted in this study has made social media a
crucial tool for both teaching and learning. It's not just about chatting and having fun anymore; it's now a
platform for educational discussions, collaborative projects, and even professional networking. In the
said statement further emphasizes this point, stating that social media provides students with the ability
to access useful information, connect with learning groups, and other educational systems conveniently.
It also offers students and institutions multiple opportunities to improve their learning methods.
Our interest in the effectiveness of social media as an educational platform is driven by these changes.
We want to understand how these platforms, which were once primarily for social interactions, are now
being used to disseminate communication references effectively. This study could provide valuable
insights into how social media is shaping the educational landscape, particularly for BACOMM students,
and how it can be harnessed more effectively in the future.

STATEMENT OF THE PROBLEM

"Despite the increasing prevalence of social media usage in education, there is a lack of comprehensive
research on theeffectiveness of social media as a platform for educational coaches in disseminating
communication references for BAComm students.

This study aims to address this gap by investigating the following research questions:

1.What are the types of social media platforms most commonly used by educational coaches and their
perceived advantages and disadvantages?

2.What are the impact of social media-based educational content on the academic performance and
learning experience of BAComm students?

3. How do BAComm students perceive social media as a platform for sharing educational content?

4.What are the recommendations that the researcher can give for optimizing the use of social media as
an educational tool for BAComm Students?

OBJECTIVES
The main objective of this study is to evaluate the effectiveness of social media as a platform for
educational coaches in disseminating communication references for BAComm students.

Specifically, this research aims to:

• Evaluate the perceived effectiveness of social media as a platform for sharing educational
content among BAComm students.
• Identify the types of social media platforms most commonly used by educational coaches and
their perceived advantages and disadvantages.
• Analyze the impact of social media-based educational content on the academic performance
and learning experience of BAComm students.
• Provide recommendations for optimizing the use of social media as an educational tool for
BAComm Students

HYPOTHESIS:
The use of social media platforms of educational coaches for dissiminating communication references
significantly improves the academic performance of BAComm students.

yDevelop a set of recommendations for optimizing the use of social media by educational coaches to
effectively disseminate communication references, based on the findings of the study