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Social Media Audit - African News Channels

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A Facebook,Twitter and YouTube audit on African News Channels.

A Facebook,Twitter and YouTube audit on African News Channels.

Published in: Social Media, Technology, Business

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  • 1. Social Media Audit African News Channels m
  • 2. News Channels Audited m __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 1. 2. 3. 4. 5. ANN7 BBC Africa CNBC Africa ENCA SABC News
  • 3. Introduction m __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • This is a Social Media Audit of 5 African News Channels. • The time frame of the audit was from 25th October – 25th November 2013. • The Social Media channels analyzed for the audit are Facebook, Twitter and YouTube. • The criteria used to assess the performance of the News channels on Facebook: Engagement, Fan Growth and Mentions. • The criteria used to assess the performance of the News channels on Twitter: Engagement, Fan Growth and Cumulative reach. • The criteria used to assess the performance of the News channels on YouTube: Subscribers and Views.
  • 4. Glossary N __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • People Talking About This (PTAT) - The number of people talking about your Facebook Page, by story type. (Unique Users) • Fans: The total number of people who have liked your Page. • Facebook Mentions: The number of people in South Africa who mentioned any of the channel anywhere on Facebook. • Cumulative Reach: refers to the number of people that are reached from exposure to a tweet. • Original Tweets: refer to tweets composed by individuals, containing the @name. • ReTweets: Tweets that users decide to re-share with their own followers. • Replies: refer to responses to a tweet, containing the @mention of the original tweet composer. • Influencer - A person or a group of people who possess greater than average potential to influence due to attributes such as personal persuasiveness.
  • 5. ANN7 f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 1 300 qqqqq ANN7 has 6,1% engaged Facebook Fans People Talking About This: 80 qqqqq Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Monthly Fan Growth: 52 Facebook Mentions: * *Facebook mentions data is missing since ANN7 is still a new page Time Frame: 25 Oct – 25 November Engaged Fans Passive fans
  • 6. ANN7 f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights g Location of Facebook Fans 1139 Fans 90 37 South Africa India 17 Others Zimbabwe Countries Time Frame: 25 Oct – 25 November 9 9 Botswana United Kingdom
  • 7. ANN7 t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 4128 Location of Tweets 2484 qqqqqq @ANN7tv mentions: 3 150 Tweets 424 1183 1543 Original Retweets Replies ANN7 Mentions: 1 658 Tweets Most Popular Day: 25th Nov 2013 Cumulative Reach: 17 Million Time Frame: 25 Oct – 25 November Tweets 453 39 SA USA 30 UK Indonesia Countries Device Used For Tweets j24% o76% Web Mobile 8 India
  • 8. ANN7 t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Most popular Topics on Twitter 248 855 189 690 Tweets 104 700 95 961 #Africa #Typhoon Time Frame: 25 Oct – 25 November #Kenya Topics #SouthAfrica 78 490 #Police
  • 9. ANN7 t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting ANN7 Time Frame: 25 Oct – 25 November
  • 10. BBC Africa f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 247 151 qqqqqqqqqqqqqqq People Talking About This: 18 896 qqqqqqqqqqqqqqq Most Popular City: Kampala Most Popular Age Group: 25 - 34 Facebook Mentions: 104 000 Time Frame: 25 Oct – 25 November BBC Africa has 7,6% engaged Facebook Fans Engaged Fans Passive fans Facebook Mentions By Gender q67% w33%
  • 11. BBC Africa f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights g Location of Facebook Fans 33 384 Fans 21 592 19 995 19 253 16 428 12 320 Nigeria Kenya Malawi Egypt Ghana Uganda Countries Time Frame: 25 Oct – 25 November 9 657 United States 8918 7201 Zambia Ethiopia 7072 South Africa
  • 12. BBC Africa t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 298 270 Location of Tweets Tweets qqqqqqqqqqqqqqqq 9451 4232 3602 3429 Kenya UK 2409 @BBCAfrica: 36 678 4652 4097 27929 Original Retweets Replies BBC Africa Mentions: 7 751 Tweets Most Popular Day: 21st Nov 2013 Cumulative Reach: 284 Million Time Frame: 25 Oct – 25 November US Nigeria South Africa Countries Device Used For Tweets j33% o67% Web Mobile
  • 13. BBC Africa t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Tweets 3 million P Most popular Topics on Twitter 1,26 million 1,28 million 935 110 #Music #Video Time Frame: 25 Oct – 25 November #Saudi #Photography Topics 628 491 #Egypt 606 329 #Football
  • 14. BBC Africa t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting BBC Africa Time Frame: 25 Oct – 25 November
  • 15. CNBC Africa f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 13 615 qqqqqqqq People Talking About This: 861 qqqqqqqq Most Popular City: Nairobi Most Popular Age Group: 18 - 24 Facebook Mentions: 14 000 Time Frame: 25 Oct – 25 November CNBC Africa has 6,3% engaged Facebook Fans Engaged Fans Passive fans Facebook Mentions By Gender q52% w48%
  • 16. CNBC Africa f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights 3 558 g Location of Facebook Fans 3 102 Fans 2 625 1 225 787 Kenya Ghana Time Frame: 25 Oct – 25 November Nigeria Countries Uganda South Africa
  • 17. CNBC Africa t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 28 841 Location of Tweets 1736 Tweets qqqqqq 750 @CNBCAfrica Mentions: 3 715 338 1201 2176 Original Retweets Replies CNBC Africa Mentions: 711 Most Popular Day: 30th Oct 2013 Cumulative Reach: 14 Million Time Frame: 25 Oct – 25 November South Africa USA 359 Kenya 213 Nigeria Zambia Countries Device Used For Tweets j48% o52% Web 84 Mobile
  • 18. CNBC Africa t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Most popular Topics on Twitter 2,5 Million Tweets 1,2 Million 661 914 594 166 283 543 #Cancer #Video Time Frame: 25 Oct – 25 November #Selfie #Business Topics 273 335 #China #School
  • 19. CNBC Africa t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting CNBC Africa Time Frame: 25 Oct – 25 November
  • 20. ENCA f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 87 605 qqqqqqqqqqqq People Talking About This: 24 193 qqqqqqqqqqqq ENCA has 27,6% engaged Facebook Fans Engaged Fans Passive fans Most Popular City: Johannesburg Facebook Mentions By Gender Most Popular Age Group: 25 - 34 q72% w47% Facebook Mentions: 132 000 Time Frame: 25 Oct – 25 November
  • 21. ENCA f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights 72 569 g Location of Facebook Fans 1 886 896 874 Zambia Nigeria Fans 2 679 South Africa Zimbabwe Botswana Countries Time Frame: 25 Oct – 25 November
  • 22. ENCA t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 137 024 Location of Tweets @ENCAnews Mention: 34 347 Tweets 5583 9362 19402 Original Retweets Replies ENCA Mentions: 11 380 Tweets Most Popular Day: 28th Oct 2013 Cumulative Reach: 94 Million Time Frame: 25 Oct – 25 November 5522 471 Tweets qqqqqqqqqqqqq 26201 SA USA 306 UK Botswana Countries 256 Nigeria Device Used For Tweets j22% o78% Web Mobile
  • 23. ENCA t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Most popular Topics on Twitter 661 908 Tweets 462 036 455 262 236 302 78 490 #Selfie #Phillipines Time Frame: 25 Oct – 25 November #Obama #Anonymous Topics 41 028 #SouthAfrica #Capetown
  • 24. ENCA t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting ENCA news Time Frame: 25 Oct – 25 November
  • 25. SABC News f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 137 525 qqqqqqqqqqqq People Talking About This: 5 377 qqqqqqqqqqqq Most Popular City: Johannesburg Most Popular Age Group: 18 - 34 Facebook Mentions: 132 000 Time Frame: 25 Oct – 25 November SABC News has 3,9% engaged Facebook Fans Engaged Fans Passive fans Facebook Mentions By Gender q72% w28%
  • 26. SABC News f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights 92523 g Location of Facebook Fans Fans 10 186 5 983 3 650 South Arica Zimbabwe Time Frame: 25 Oct – 25 November Botswana Countries Nigeria 2 282 Malawi
  • 27. SABC News t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 123 292 Location of Tweets @SABCNews mentions: 11 676 2925 2798 6029 Original Retweets Replies SABC News Mentions: 1 428 Most Popular Day: 22nd Nov 2013 Cumulative Reach: 21 Million Time Frame: 25 Oct – 25 November 1649 168 Tweets qqqqqqqqqqqqqq 9127 SA USA Nigeria Countries 90 56 UK Ghana Device Used For Tweets j19% o81% Web Mobile
  • 28. SABC News t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting SABC News Time Frame: 25 Oct – 25 November
  • 29. Q fm Benchmark __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Facebook Fans u Number of Facebook Fans: African News Channels Fans 247 151 137 525 87 605 13 615 BBC Africa SABC Time Frame: 25 Oct – 25 November ENCA Channels CNBC Africa 1 300 ANN7
  • 30. Q Benchmark f F __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ South African Facebook Fans u Number of South African Facebook Fans: African News Channels 92 523 Fans 72 569 7 072 1 139 SABC ENCA BBC Africa Channels Time Frame: 25 Oct – 25 November ANN7 787 CNBC Africa
  • 31. Q fm Benchmark __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Engagement rate Engagement Rate 28% t Engagement Rate: African News Channels 8% ENCA BBC Africa Time Frame: 25 Oct – 25 November 6% CNBC Africa Channels 6% ANN7 4% SABC
  • 32. Q tm Benchmark __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Twitter Followers u Number Twitter Followers: African News Channels Followers 298 270 137 074 123 292 28 841 BBC Africa ENCA Time Frame: 25 Oct – 25 November SABC Channels CNBC Africa 4 128 ANN7
  • 33. Q tm Benchmark __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Twitter Mentions t 34 347 Mentions 36 678 Mentions: African News Channels 11 752 3 715 BBC Africa ENCA Time Frame: 25 Oct – 25 November SABC Channels 3 150 CNBC Africa ANN7
  • 34. Q Benchmark t F __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Location of tweets: All Channels Location of Mentions g African News Channels Fans 41920 17801 4803 South Arica Zimbabwe Time Frame: 25 Oct – 25 November 4095 4034 Nigeria Countries UK Kenya
  • 35. Q wm Benchmark __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ YouTube Subscribers y Number of YouTube Subscribers: African News Channels Subscribers 25 735 14 457 6 128 48 ENCA SABC CNBC Africa Channels Time Frame: 25 Oct – 25 November ANN7
  • 36. wm Q Benchmark __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ YouTube Views v Number of YouTube Views (25 Oct -25 Nov) Views 10,2 Million 5,3 Million 4,7 Million 1,05 Million 21 283 ENCA SABC Time Frame: 25 Oct – 25 November CNBC Africa Channels BBC Africa ANN7
  • 37. b Insights f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • BBC Africa is the News channel with the most Facebook Fans. • ANN7 is the News channel with the least Facebook Fans and also has the lowest engagement rate. • SABC news is the News channel with the most South African Facebook Fans. • SABC news is also the most mentioned channel on Facebook. • ENCA is the 3rd largest News channel on Facebook and has the most engaging Facebook Page. Time Frame: 25 Oct – 25 November
  • 38. b Insights t&w __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • BBC Africa is the News channel with the most Twitter Followers and Mentions. • ENCA is the channel that is the most active on Twitter. • Regarding that SABC news is the main South African Broadcaster, ENCA is the channel with the most Tweets from South Africa. • ENCA is the channel with the most subscribers and Views on YouTube. Time Frame: 25 Oct – 25 November
  • 39. Recommendations For strategic insights and recommendations, see the detailed report here: http://info.zasocialmedia.com/social-mediaaudit-african-news-channels
  • 40. Tel: (011) 321 0201 www.zasocialmedia.com audit@zasocialmedia.com Compiled by: Sandile Mayambala – Social Media Analyst @sanzasurf Thobeka Social Media Co-ordianator @Thob_T