EFEKTIVITAS MEDIA SOSIAL DALAM MANAJEMEN KOMUNIKASI DI MTs NURUL HUDA BANJAR AGUNG

Abstract

This study aims to analyze the utilization and effectiveness of social media in communication management at MTs Nurul Huda Banjar Agung, Central Lampung. The research employed a qualitative approach with data collection techniques including observation, interviews, and documentation. The research informants consisted of the principal, the vice principal for curriculum affairs, and parents or guardians of students. Data analysis was conducted through data reduction, data presentation, and conclusion drawing, while data validity was ensured through source triangulation. The results indicate that social media is utilized as a medium for information dissemination, school promotion, communication with parents, and as an educational medium that supports learning activities outside the classroom. The use of platforms such as WhatsApp and Facebook is considered effective in accelerating information delivery and increasing parental involvement in educational activities. However, the use of social media in the school still faces several challenges, including limited digital literacy, uneven internet access, and inconsistent content management. Despite these challenges, social media has significant potential to enhance the school’s image and promotional reach if managed more systematically and professionally, including by utilizing other platforms such as Instagram and TikTok. Therefore, improving human resource capacity and implementing a more structured social media management strategy are necessary to optimize its role in supporting school communication management.