This document provides an overview and evaluation of the Afrobarometer's social media campaign from 2012 to mid-2014. It outlines the plan to grow followers across Twitter, Facebook, SlideShare and other platforms. Metrics for each platform show strong growth in followers, engagements, and content views. The goal is to disseminate research findings and showcase Afrobarometer's work to scholars, policymakers and citizens in order to inform policy in African countries. Moving forward, the plan is to continue engaging audiences and link social media efforts to upcoming events featuring Afrobarometer's survey results and analyses.

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Going Social, the Journey so far
Evaluation of the social media campaign

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In this Presentation
• Background and Overview
• Plan
• Metrics
• Twitter
• Facebook
• Slide Share
• Conclusion

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Overview and Background of Plan

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Background
.
@afrobaromete
r in May 2012
Facebook in
September 2012
Google Plus and
You Tube May
SlideShare in
January
Joined in
2012
Joined in
2012

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Strategy General
• Objective
• Audience
• Tactic
• Metric
• Sources of Information

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Overarching Goal
The aim is to communicate information about all
AB activities (completion of fieldwork,
dissemination events and others) and the research
findings.

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Ultimately
• To grow the followers on all relevant multiple social media
platforms
• To have more African scholars and policy makers use this of
the Afrobarometer data.
• To have more African researchers, policy makers, students,
media practitioners and citizens to make use of the online
analysis tool via the website: www.afrobarometer.org
• Highlight the need of gathering political and socio-economic
data to inform policy in African countries.
• To showcase the work of the Afrobarometer Research
project.

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To this end . . . On Twitter
• Push AB Media content through Twitter
• Identify, Segment influencers and create lists
• Engage with Influencers
• Share a mix of relevant links, engaging content,
• Communicate support issues from Social Media to
support team (M&E and Comms), ensure follow-up
• Listen to relevant conversations
• Build reputation

9. WWW.AFROBAROMETER.ORG
To this end . . . On Twitter
• Push AB Media content through Twitter
• Identify, Segment influencers and create lists
• Engage with Influencers
• Share a mix of relevant links, engaging content,
• Communicate support issues from Social Media to
support team (M&E and Comms), ensure follow-up
• Listen to relevant conversations
• Build reputation

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To this end . . . On Slideshare
• Post 2 Slideshare presentations per quarter
• Post infographics
• Optimize for SEO
• Generate views and leads

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Metrics
Platform Metric 1 Metric 2 Metric 3 Metric 4
Twitter No. of
Followers
No. of Tweets No. of
Retweets
No. of
Mentions
Facebook No. of Likes No. of
Engaged
Users
Viral Reach No. of Total
Impressions
SlideShare No. of
Presenations
No. of Total
Views
No. of Social
Shares
No. of
Downloads

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Metrics: The
Language of
Effective Social
Media

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Metrics Mania @afrobarometer
Added 1,252 Followers
Tweeted 1,117 Times
Prompted 1,412 Tweets

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Metrics Mania @afrobarometer
Mentioned 673 times
Listed in 96 Lists

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@afrobarrometer Jan-Jun 2014
87
218
327
255
146
84
70
94
399 405
347
97
53
87
160 154 165
54
0
50
100
150
200
250
300
350
400
450
Jan Feb. Mar Apr. May June
Tweets
Retweets
Mentions

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Most Engaged Post @afrobarometer
#Nairobi still king #ABFreeSpeech

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Facebook
Item Metric
Likes 2,172
Reach 624,745
Viral Reach 42,293
Total Impressions 853,828

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SlideShare
Item Metric
Presentations
5
Presentation views 1,717
Downloads 3
Tweets 59
Facebook likes 24

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Favorite Tweets
• only reliable poll in advance of #Malawi election MT @afrobarometer 1st
release of Round 6 surveys is on #MalawiVote2014- May 10 from 10GMT” -
@dadakim
• “@afrobarometer Looking forward to the May 20th elections outcome in
#Malawi...to see how good/bad you are at your work! #Malawielections2014”
- @AsherWilliams
• @mynassah @Smith_RFKennedy Africa's professional pollster
@afrobarometer predicted the trend. It was abundantly clear on the
ground too” - Cedrick Ngalande, Rocket Scientist
• “Who can question @afrobarometer 's credibility – A Malawian citizen”
• “Finding @Afrobarometer really useful in writing a well-rounded research
proposal”- Saffron Beaston

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My Favorite: Isaac’s ‘Favorite’ Tweet

22. @ 50, 000
followers ?
209 headlines

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Coming Events
■ Feb. 26, Lagos:
■ Taxation
■ March 19, Tunis:
■ Gender
■ April 9, Mali
■ Democracy

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Going Forward: What’s the Plan and
Linkages?

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Looking forward to
#AfrobarometerR6