By 2028, a world-class Army that is a source of national pride

Incl 2: Assessment Report on the Use of Social Media (Facebook)

HEADQUARTERS
802nd Infantry (PEERLESS) Brigade, 8ID, PA
Camp Jorge Downes, Ormoc, City, Leyte

8D802X 22 August 2018

SUBJECT: Assessment Report on the Use of Social Media (Facebook)

TO: Commander
8th Infantry (STORMTROOPERS) Division, PA
Camp Lukban, Catbalogan City, Samar
(Attn: Chief, GSMO)

1. References:

a. 802IBde Strategic Programs & Initiatives

b. 802IBde Scorecard Series of 2017

2. Background

The social media serves as the main tool in everyday information and leisure
for most millennials as well as adults. To maximize the efforts of this Brigade to reach wider
audience in information dissemination, the Brigade created the page of 802 ”Peerless” in
Facebook in March 2012.

In different researches and surveys, the daily traffic pulled by Facebook,

Twitter, Instagram are enough, for anyone to realize the power and influence that social
media commands over inhabitants of our world, both virtual and physical. Social media has
evolved from being cyber world geek buzz to a massive platform for organizations that seek
greater recognition and identification at a very economical price. With the efforts and the
analytical power of the team of 802Bde in understanding the influence of Facebook, they
initiated the creation of a Facebook page that will cater to the news about peace and
development in the province of Leyte, counter propaganda about the enemy, and the
different plans and programs of the Army. Other information such as recruitment and about
the organization is posted also.

The page has reached 7, 213 likers and followers which is a mix of different
target audiences not just in Leyte but the whole Philippines as well. These FB friends actively
participates through their “likes” and comments and gives positive feedback about the page.
“It makes the people updated on the recent issues happening and it also enlightens the

Honor. Patriotism. Duty.

 By 2028, a world-class Army that is a source of national pride

people to be more reactive on issues concerning rights and obligations of both Government
and Non- government side” as one of the media personality said.

3. Impact

The Facebook page serves as the new media image of the 802 nd Infantry
Brigade. For the Brigade’s Scorecard, it directly impacts the following performance
measures: M20 Net Satisfaction Rating and M13. Number of Enhanced Comprehensive
Local Integration Program (E-CLIP) beneficiaries.

a. On M20- Net Satisfaction Rating. The Brigade’s Facebook followers

gradually grew for the seven (7) years it has been active on line. So far, the Facebook page have
reached 8,398 friends. The increasing trend of audience reach reflects a positive reaction among
the new media followers. On the average, the Brigade’s posts has an audience reach of 5, 427 or
46.7% of its friends/followers responds positively to it. Considering that this is a reflection of the
people’s satisfaction with the performance of the Brigade, this is almost near the target goal of
+50 net satisfaction rating. Together with the radio broadcast which generates 5.4% of positive
reactions from the audience, the total combined positive reactions, from the Facebook Likers and
radio phone-in questions, equals to +54 rating exceeding the target goal by +4.

Table 1: Comparative Data on the Number of Likes (Facebook)

4500
3922
4000
3500
3000
2500
2000
1500
1000 626 696
588
500 344
94 217
0
Number of Likes

2012 2013 2014 2015 2016 2017 1st Sem 2018

As part of advocating the 802nd Brigade Transformation Journey, the Brigade

made a short video clip on its ATR efforts on 21 August 2018. Overnight, the video
generated 3,776 likes. This reflects a 45% accomplishment rating in less than 24 hours after
it was posted. This is a good indicator of the positive feedback of the audience on the
Brigade’s efforts towards its transformation journey. (Refer to attached Pictures)

b. On M13. Number of Enhanced Comprehensive Local Integration

Program (E-CLIP) beneficiaries. Aside from the radio program, the Brigade’s Facebook
page serves as a medium to disseminate government programs particularly the
Comprehensive Local Integration Program (CLIP) and its upgraded version of Enhanced

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 By 2028, a world-class Army that is a source of national pride

Comprehensive Local Integration Program. In 2014, the Brigade started its advocacy on the
CLIP and was able to facilitate one (1) former rebel who availed the CLIP. This number grew
in 2015 to 2017. For the 1st Semester of this year alone, there are three (3) CLIP
beneficiaries who were facilitated by the Brigade. The continuous parallel efforts of
advocating ECLIP through the Brigade’s radio program and Facebook page contributes in
encouraging former rebels to join the mainstream society and avail of the government’s
programs. This accomplishment is more than the target goal for this performance rating
which is at two (2) for CY 2018. This accomplishment translates to 150% accomplishment
rating.

Table 2: Comparative Data on the Number of CLIP/ECLIP Beneficiaries

5
4
4
3 3
3

2
1 1
1

0
Nr of E/CLIP Beneficiaries

2014 2015 2016 2017 1st Sem 2018

4. Conclusion

The Facebook page of the Brigade is an effective tool in gauging the

stakeholders’ perception of the Brigade’s programs and activities. In the absence of a formal
survey on the net satisfaction rating, the positive responses gathered through the use of
social media can provide a baseline on the stakeholders’ perception of the Brigade. Indeed,
this best practice should be further developed in order to reach an intensive and extensive
audience which can be a measure of its effectiveness and performance.

5. For information.

FOR THE COMMANDER:

JEANELINE S ALBESA
Major (MI) PA
ATR Action Officer

Honor. Patriotism. Duty.

By 2028, a world-class Army that is a source of national pride

Honor. Patriotism. Duty.

By 2028, a world-class Army that is a source of national pride

Honor. Patriotism. Duty.