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Social Media Audit- South African Universities

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A Facebook and Twitter audit on how the South African Universities are measuring up on social media.

A Facebook and Twitter audit on how the South African Universities are measuring up on social media.

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  • 1. Social Media Audit Universities 1
  • 2. Introduction __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • This is a Social Media Audit of the South African Universities based on academic rankings. • The time frame of the Social Media Audit was from 28th December 2013 – 29th January 2014. • The Social Media Channels analyzed for the audit are Facebook & Twitter. • The criteria used to assess the performance of the South African Universities: Engagement, Fan Growth and Mentions.
  • 3. Universities __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Based on Academic Rankings 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. University of Cape Town University of Witwatersrand Stellenbosch University University of KwaZulu-Natal University of Pretoria University of Johannesburg University of Western Cape University of Free State Rhodes University Nelson Mandela Metropolitan University
  • 4. University of Cape Town ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 5. University of Cape Town C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 6. University of Cape Town C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans 450 Most Popular Age abcNWED 1341 Most Popular City v Fan Growth 585530 21 054 Time Frame: 28 December – 29 January u
  • 7. University of Cape Town M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @UCT_News Mentions T Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January “University of Capetown” mentions
  • 8. University of Cape Town M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 4% 4% 17% 5% 7% Time Frame: 28 December – 29 January
  • 9. University of Witwatersrand ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 10. University of Witwatersrand C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 11. University of Witwatersrand C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans 1945 Most Popular City Most Popular Age abcNWED v Fan Growth 1 830 3058 3120 28 328 Time Frame: 28 December – 29 January u
  • 12. University of Witwatersrand M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @WitsUniversity Mentions T “Wits University” mentions Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January
  • 13. University of Witwatersrand M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 3% 5% 15% 5% 8% Time Frame: 28 December – 29 January
  • 14. Stellenbosch University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 15. Stellenbosch University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 16. Stellenbosch University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans Most Popular Age abcNWED 922 877 Most Popular City v Fan Growth 738 413 30 422 Time Frame: 28 December – 29 January u
  • 17. Stellenbosch University M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @StellenboschUni Mentions T Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January “StellenboschUniversity” mentions
  • 18. Stellenbosch University M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 43% 4% 4% 4% 15% Time Frame: 28 December – 29 January
  • 19. University of KwaZulu-Natal ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 20. University of KwaZulu-Natal C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 21. University of KwaZulu-Natal C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans Most Popular City Most Popular Age abcNWED 182 v Fan Growth 104 187 212 17 007 Time Frame: 28 December – 29 January u
  • 22. University of KwaZulu-Natal M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @UKZN Mentions T Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January “UKZN” mentions
  • 23. University of KwaZulu-Natal M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 3% 4% 13% 4% 12% Time Frame: 28 December – 29 January
  • 24. University of Pretoria C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 25. University of Pretoria C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 26. University of Pretoria C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans Most Popular Age abcNWED 101 Most Popular City v Fan Growth 95 50 49 4 858 Time Frame: 28 December – 29 January u
  • 27. University of Pretoria M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @UPTUKS Mentions T Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January “University of Pretoria” mentions
  • 28. University of Pretoria M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 3% 3% 19% 8% 8% Time Frame: 28 December – 29 January
  • 29. University of Johannesburg ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 30. University of Johannesburg C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 31. University of Johannesburg C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans 298 Most Popular City Most Popular Age abcNWED v Fan Growth 271 511 718 43 998 Time Frame: 28 December – 29 January u
  • 32. University of Johannesburg M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @mediauj Mentions T “UJ” mentions Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January
  • 33. University of Johannesburg M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 3% 4% 4% 20% 5% Time Frame: 28 December – 29 January
  • 34. University of Western Cape C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 35. University of Western Cape C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 36. University of Western Cape C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans Most Popular City Most Popular Age abcNWED 511 298 v Fan Growth 271 718 1 207 Time Frame: 28 December – 29 January u
  • 37. University of Western Cape M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @UWConline Mentions T “University of WC” mentions Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January
  • 38. University of Western Cape M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 4% 4% 12% 8% 10% Time Frame: 28 December – 29 January
  • 39. University of Free State ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 40. University of Free State C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 41. University of Free State C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 42. University of Free State C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans Most Popular Age abcNWED 153 Most Popular City v Fan Growth 109 170 444 18 113 Time Frame: 28 December – 29 January u
  • 43. University of Free State M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers Following @UFSWeb Mentions T Twitter Age Q Number of Tweets Influencer Score P Follower Growth Time Frame: 28 December – 29 January “University of Freestate”mentions
  • 44. University of Free State M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 4% 4% 19% 6% 7% Time Frame: 28 December – 29 January
  • 45. Rhodes University ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 46. Rhodes University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 47. Rhodes University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans Most Popular City Most Popular Age abcNWED 389 280 v Fan Growth 167 489 8 156 Time Frame: 28 December – 29 January u
  • 48. Rhodes University M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers @Rhodesuniversity Mentions T Twitter Age Q Influencer Score P Time Frame: 28 December – 29 January Following “Rhodes University” mentions Number of Tweets
  • 49. Rhodes University M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Follower Interest Top Locations Popular Topics Influencer abcNWED G s 3% 4% 14% 8% 9% Time Frame: 28 December – 29 January
  • 50. NMMU ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  • 51. NMMU C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Number of Fans Female Fans y X South African Fans Male Fans People Talking About This T Engagement Rate Global Potential Reach O SA potential Reach Time Frame: 28 December – 29 January
  • 52. NMMU C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Locations of fans 192 Most Popular Age abcNWED 310 Most Popular City v Fan Growth 167 312 13 424 Time Frame: 28 December – 29 January u
  • 53. NMMU M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ M Number of Followers @NMMU4U Mentions T Twitter Age Q Influencer Score P Time Frame: 28 December – 29 January Following “NMMU” mentions Number of Tweets
  • 54. NMMU M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 5% Top Locations Popular Topics Influencer abcNWED Follower Interest G s 8% 6% 7% 6% Time Frame: 28 December – 29 January
  • 55. Benchmark C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ y Total Number Of C Fans Time Frame: 28 December – 29 January
  • 56. Benchmark C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ y C Fans in South Africa Time Frame: 28 December – 29 January
  • 57. Benchmark VC ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ t Engagement rate C Time Frame: 28 December – 29 January
  • 58. Benchmark M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ u Number of M followers Time Frame: 28 December – 29 January
  • 59. Benchmark C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ T Number of M Mentions Time Frame: 28 December – 29 January
  • 60. b Insights f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • University of Johannesburg is the University with the most Facebook Fans. • University of Western Cape is the University with the least Facebook Fans. • The most engaging University on Facebook is the University of Johannesburg . • The least engaging University on Facebook is Rhodes University . Time Frame: 28 December – 29 January
  • 61. b Insights t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • University of Pretoria is the University with the most Twitter Followers. • Rhodes University is the University with the least Twitter Followers and Mentions. • The University with the most @ mentions is the University of Witwatersrand. • Stellenbosch is the most active University on Twitter. Time Frame: 28 December – 29 January
  • 62. 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 or post. • 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. Time Frame: 28 December – 29 January
  • 63. END