The use of social media in the corporate communication activities carried out by private schools in turkey during the pandemic period: Americanlife language institutes

World history is the history of social, economic, scientific, technological, ecological developments and changes as well as the recessions and crises in these fields. This became possible by the development of the humankind via the learning of the new things. By the invention of the writing, the learning process gained momentum and caused the institutionalization of education. The Covid-19 global epidemic, which we are currently in, became a subject to be studied in terms of psychological, sociological, economic, political and security aspects, and traumas, have been experienced, at the social, institutional and individual level throughout the epidemic. Along with the disease, the education sector has fallen into a global chaos just like the health and economy, and the reactions of this sector during the epidemic period have become very important. In this period, digital communication platforms played a crucial role to maintain the operations and communication between institutions and their target groups. For this reason, the subject of this research is the institutional communication studies carried out by educational institutions through social media during the Covid-19 epidemic. In the study, an institution, which is in the private sector was discussed instead of the public institutions that were discussed during the epidemic period. In this period, it was tried to enlight on the educational communication carried out in the private sector. In this aspect, the study differs from other studies in the literature. During the epidemic, private schools also actively use social media platforms to transmit their messages to their target groups and also to their stakeholders. In this respect, this study is based on a research limited between the dates of 11 March 2020 and 1 June 2020, when the epidemic was intense. The posts made by AmericanLIFE on Facebook and Instagram accounts in the first quarter of the Covid-19 epidemic in the context of corporate communication activities were analyzed by descriptive content analysis method. In the mentioned date range, with the coding scale, created within the framework of the research, significant differences were detected in the posts of AmericanLIFE with Covid-19 content. The posts, made in the said date range, were examined in terms of likes, number of views and content. When the content shares that receive the most likes and views are made with a "binding" method, the sales strategies are applied in the post description of the commercial shares, and the social networks used are evaluated, it is concluded that AmericanLIFE uses Instagram more effectively.