E-learning Approach to Analysis Using Social Media During Online Learning

The integration of social media into higher education has transitioned from basic peer to peer entertainment into a foundational infrastructure for digital literacy, analytical skill acquisition, and personal branding. While traditional distance learning models frequently struggle to achieve active student participation, modern Web 2.0 architectures specifically dynamic, short video platforms like TikTok offer interactive tools that bridge the gap between contemporary pedagogy and real-world application. This paper examines online learning activities through the lens of modern communication technologies, employing an e-learning approach to analyze how students utilize digital media platforms to develop core business competencies. Moving beyond traditional Learning Management Systems (LMS), this study presents nationwide empirical survey findings from Sri Lankan university undergraduate students. The data evaluates the relationship between social media consumption, student driven data modeling challenges, and the professionalization of content creation through the "5 Cs" framework (Communication, Collaboration, Creativity, Community, and Convergence). Ultimately, the paper provides structural and strategic insights into turning casual social media engagement into a rigorous academic methodology for digital identity formulation.

Social Media, LMS, Online Learning, Personal Branding

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