Social Media Audit - South African Political Parties
 

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A social media audit report on the South African Political Parties.

A social media audit report on the South African Political Parties.

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Social Media Audit - South African Political Parties Presentation Transcript

  • 1. Social Media Audit South African Political Parties
  • 2. Introduction • This is a Social Media Audit of the Political Parties in South Africa. • The time frame of the data analyzed: 1st – 31st October 2013. • The Social Media Channel analyzed for the audit is Facebook. • The criteria used to assess the performance of Political Parties on Facebook are Topical Issues, Engagement and Fan Growth. • This report was compiled to illustrate how Political Parties are using Facebook and what kinds of issues they are addressing.
  • 3. Political Parties Audited 1. 2. 3. 4. 5. 6. 7. 8. African Christian Democratic Party (ACDP) AGANG SA African National Congress (ANC) Congress of the People (COPE) Democratic Alliance (DA) Economic Freedom Fighters (EFF) Inkhatha Freedom Party (IFP) Vryheid Front Plus (VF+)
  • 4. Glossary • 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. • Official Facebook Page: A page is only deemed official if it has a direct link to/from the political party’s website. • Party News: All updates focusing on news about and specific to the political party. • Topical Issues: All updates addressing topical issues, inclusive of E-tolls, Unemployment, Crime and so on. • Campaigns: All updates relating to the party’s campaign tactics
  • 5. ACDP
  • 6. g ACDP Page Insights Fans: 1 887 qqqqqqq ACDP only has 8,3% engaged Facebook Fans People Talking About This: 157 q Most Popular Day: 29th Sep 2013 Most Popular City: Cape Town Most Popular Age Group: 25 - 34 Category: Political Party Passive Fans Engaged Fans
  • 7. g ACDP Page Analysis Content missing on About Page: • Location • Life Events/ Milestones • Founder’s details
  • 8. g ACDP Content Type Most of the Content on the ACDP page are news about the party. Topical Issues Party News 45% 43% Campaigns 12%
  • 9. g ACDP Topical Issues The most common issue ACDP addresses on Facebook is Corruption Number Of Facebook Updates Per Topical Issue (OCTOBER) 7 Number of updates 6 4 4 3 3 1 Corruption Crime Secrecy Bill Economy E-toll Issues 1 Anti-Porn Education Marikana
  • 10. g ACDP Facebook Pages Other Unofficial ACDP Facebook Pages 685 Fans + PTAT 167 Fans PTAT 14 3 4 2 1 ACDP Youth ACDP Western Cape ACDP Limpopo Facebook Pages African Christian democratic party
  • 11. ANC
  • 12. g ANC Page Insights Fans: 26 268 qqqqqqqqqqqq ANC only has 9,3% engaged Facebook Fans People Talking About This: 2463 qqq Most Popular Day: 21st July 2013 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Category: No Category Passive Fans Engaged Fans
  • 13. g ANC Page Analysis Content missing on About Page: • Life Events/ Milestones • Organisations Overview • Founder’s details
  • 14. g ANC Content Type Most of the Content on the ANC page is the Party’s News. Topical Issues 12% Campaigns 40% Party News 48%
  • 15. g ANC Topical Issues The most common topical issues ANC addresses on Facebook is Education. Number Of Facebook Updates Per Topical Issue (OCTOBER) Number of updates 5 2 Education 2 2 E-tolls Economy Unemployment Issues
  • 16. g ANC Facebook Pages Other Official ANC Facebook Pages 23271 Fans + PTAT 3741 1698 1293 117 97 785 534 170 56 97 155 116 Fans PTAT 16 3 ANC Youth League ANC KZN 2 ANC Eastern ANC Limpopo ANC ANC Womens ANC Gauteng ANC Northern Cape Parliamentary league Cape Facebook Pages
  • 17. g ANC Facebook Pages Unofficial ANC Facebook Pages 42815 Fans + PTAT 3082 1989 916 1433 704 133 34 10 ANC 11 African National ANC Northern ANC Eastern Congress Cape Cape Facebook Pages African National Congress Fans PTAT
  • 18. Agang SA
  • 19. g Agang SA Page Insights Fans: 27 413 qqqqqqqqqqqqq AGANG SA only has 9% engaged Facebook Fans People Talking About This: 2480 qqq Most Popular Day: 16th June 2013 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Category: No Category Passive Fans Engaged Fans
  • 20. g Agang SA Page Analysis Content missing on About Page: • Life Events/ Milestones • Organisation Overview • Founder’s details
  • 21. g Agang SA Content Type Most of the Content on the AGANG SA page are the Party’s Campaigns. Topical Issues 32% Party News 29% Campaigns 39%
  • 22. g Agang SA Topical Issues The most common issues AGANG SA addresses on Facebook is Corruption. Number Of Facebook Updates Per Topical Issue (OCTOBER) 17 Number of Updates 15 7 4 Corruption Education Women Unemployment empowerment 3 E-tolls Issues 3 Economy 2 Crime 1 1 Marikana Housing
  • 23. g Agang SA Facebook Pages Unofficial AGANG SA Facebook Pages Fans + PTAT 216 114 77 76 68 15 Fans PTAT 3 AGANG SA Western Cape AGANG Limpopo 2 AGANG KZN Facebook Pages AGANG WC Youth
  • 24. COPE
  • 25. g COPE Page Insights Fans: 2 008 qqqqq COPE only has 9,2% engaged Facebook Fans People Talking About This: 186 q Most Popular Day: 4th August 2013 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Category: No Category Passive Fans Engaged Fans
  • 26. g COPE Page Analysis Content missing on About Page: • Life Events/ Milestones • Organisation’s Overview • Founder’s details
  • 27. g COPE Content Type Most of the Content on the COPE page are the Party’s news. Topical Issues 7% Campaigns 33% Party News 60%
  • 28. g COPE Topical Issues The most common issue COPE addresses on Facebook is Corruption. Number Of Facebook Updates Per Topical Issue (OCTOBER) Number of Updates 3 1 Corruption 1 E-tolls Crime Issues
  • 29. g COPE Facebook Pages Other Official COPE Facebook pages Fans + PTAT 563 Fans PTATA 14 COPE Youth league Facebook Pages
  • 30. DA
  • 31. g DA Page Insights Fans: 37 539 qqqqqqqqqqqqq DA only has 15,9% engaged Facebook Fans People Talking About This: 5981 qqqqq Most Popular Day: 22nd Sep 2013 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Category: Political Organization Passive Fans Engaged Fans
  • 32. g DA Page Analysis Content missing on About Page: • Location • Phone
  • 33. g DA Content Type Most of the Content on the DA page focuses on Topical Issues. Topical Issues 46% Party news 25% Campaigns 29%
  • 34. g DA Topical Issues The most common issues DA addresses on Facebook are E-tolls & Corruption. Number Of Facebook Updates Per Topical Issue (OCTOBER) Number of Updates 13 10 5 4 4 3 1 E-tolls Corruption Unemployment Education Issues Crime Economy Marikana
  • 35. g DA Facebook Pages Other Official DA Facebook Pages Fans + PTAT 9591 948 311 101 Fans PTAT 13 4 DA Youth DA Abroad Facebook Pages DA Women Network
  • 36. g DA Facebook Pages Fans + PTAT Unofficial DA Facebook Pages 2257 286 502 353 159 8 DA Eastern Cape DA Gauteng Facebook Pages DA Mpumalanga Fans PTAT
  • 37. EFF
  • 38. g EFF Page Insights Fans: 53 867 qqqqqqqqqqqqqqqq EFF only has 3,8% engaged Facebook Fans People Talking About This: 2051 qq Most Popular Day: 22nd Sep 2013 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Category: Cause Passive Fans Engaged Fans
  • 39. g EFF Page Analysis Content missing on About Page: • Life Events • Contact info • Organisation’s Overview • Mission • Founder’s details
  • 40. g EFF Content Type Most of the Content on the EFF page focuses on the party’s news. Topical Issues 30% Campaigns 33% Party news 37%
  • 41. g EFF Topical Issues The most common issues EFF addresses on Facebook are Crime Number Of Facebook Updates Per Topical Issue (OCTOBER) Number of Updates 4 3 2 2 1 Crime Marikana E-tolls Issues Corruption Economy
  • 42. g EFF Facebook Pages Unofficial EFF Facebook Pages 49739 3013 3264 2330 Fans + PTAT 991 244 Fans PTAT Economic Freedom Fighters of SA EFF Facebook Pages Economic Freedom Fighters - EFF
  • 43. IFP
  • 44. g IFP Page Insights Fans: 454 qq IFP only has 3,3% engaged Facebook Fans People Talking About This: 15 q Most Popular Day: 4th August 2013 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Category: Political Organization Passive Fans Engaged Fans
  • 45. g IFP Page Analysis Content missing on About Page: • Life Events/ Milestones • Phone • Organisation’s Overview • Email
  • 46. g IFP Content Type Most of the Content on the IFP page are Topical Issues. Topical Issues 39% Party news 29% Campaigns 32%
  • 47. g IFP Topical Issues The most common issue IFP addresses on Facebook is Corruption. Number Of Facebook Updates Per Topical Issue (OCTOBER) Number of Issues 4 3 2 1 Corruption Crime Traditional Issues Issues Housing
  • 48. g VF Plus
  • 49. g VF Plus Page Insights Fans: 11 774 qqqqqqqqqq VF PLUS only has 1,8% engaged Facebook Fans People Talking About This: 217 q Most Popular Day: 4th August 2013 Most Popular City: Pretoria Most Popular Age Group: 25 - 34 Category: Political Organization Passive Fans Engaged Fans
  • 50. VF Plus Page Analysis Content missing on About Page: • Life Events/ Milestones • Organisation’s overview • Location
  • 51. g VF Plus Content Type Most of the Content on the VF Plus page focuses on topical issues. Topical Issues Party news 39% 56% Campaigns 5%
  • 52. g VF Plus Topical Issues The most common issue VF Plus addresses on Facebook are Economic Issues. Number Of Facebook Updates Per Topical Issue (OCTOBER) Number of Updates 5 4 2 Economy Crime Issues Corruption
  • 53. Political Parties Facebook Performance Benchmark
  • 54. Political Parties f Fans Benchmark The Political Party with the most fans on Facebook is the Economic Freedom Fighters Facebook Fans 53867 Fans 37502 27413 26268 11774 2008 EFF DA AGANG ANC VFPLUS Political Parties 1887 454 COPE ACDP IFP
  • 55. Political Parties f Engagement Rate The Political Party with the highest engagement rate on Facebook is the Democratic Alliance. Engagement Rate(%) Percentage of fans that engaged with the Political Parties on Facebook 15,9% 9,3% 9,2% 9% 8,3% 3,8% DA ANC COPE AGANG ACDP Political Parties EFF 3,3% IFP 1,8% VFPLUS
  • 56. Political Parties f Conversations Demographics of people conversing about Political Parties 640K 560K 170K 184K Conversations Volume 16,8K 9,2K 5,4K 4K 2,4K 1,2K 2,4K 1,08K Males Females #ANC #DA #AGANG #VF Plus Demographics *Data for EFF & COPE was not available for this section #ACDP #IFP
  • 57. Political Parties Issues News ACDP f Content types Campaigns ANC 12% AGANG COPE 11% 43% 7% 40% 32% 39% 45% 33% 49% 60% 29% DA 5% 29% 46% 25% VFPLUS IFP EFF 33% 30% 37% 32% 29% 39% 39% 56%
  • 58. Political Parties f Topical Issues Topical Issues that most political parties address on Facebook are Corruption and E-tolls % of Issues 35 Topical Issues that most political parties address 20 18 16 11 Corruption E-tolls Education Topical Issues Crime Economy
  • 59. Political Parties f Topical Issues Number of Corruption updates in October. Number of Updates 17 10 7 4 3 2 2 0 AGANG SA DA ACDP IFP COPE Political Parties EFF VFPLUS ANC
  • 60. Political Parties f Topical Issues Number of Crime updates in October Number of updates 6 4 3 3 2 2 1 0 ACDP DA EFF IFP VFPLUS AGANG SA COPE Political Parties ANC
  • 61. Political Parties f Topical Issues Number of Economy updates in October Number of updates 4 4 3 3 2 1 1 0 ACDP VFPLUS AGANG SA DA ANC Political Parties EFF IFP Cope
  • 62. Political Parties f Topical Issues Number of Education updates in October Number of Updates 15 5 4 1 AGANG SA ANC DA 0 ACDP COPE Political Parties 0 0 0 IFP VF PLUS EFF
  • 63. Political Parties f Topical Issues Number of E-toll updates in October Number of Updates 13 3 3 2 0 DA ACDP AGANG SA EFF COPE Political Parties 0 0 0 VFPlus ANC IFP
  • 64. Political Parties f Insights • • • • • • EFF is the party with the most Facebook Fans. IFP is the party with the least Facebook Fans. DA is the party has the most engaging Facebook page. Political Parties have an average of 7,5% engagement rate. The most common issue political parties address is Corruption. The most common content type posted by political parties are the Party’s News. • The most popular city amongst the Political Parties on Facebook is Johannesburg. • The most popular age demographic amongst the Political Parties are between 25 – 34. • Political Parties in this report have more men conversing about them on Facebook than women.
  • 65. Recommendations For strategic insights and recommendations, see the detailed report here: http://info.zasocialmedia.com/social-media-audit-south-africanpolitical-parties
  • 66. Tel: (011) 321 0201 www.zasocialmedia.com audit@zasocialmedia.com Compiled by: Sandile Mayambala – Social Media Analyst ZASocial Media @sanzasurf Tela Litana – Content Strategist & Social Media Manager ZASocial Media @tela_telz