This social media audit of major South African grocery stores analyzes their performance on Facebook and Twitter from December 21, 2013 to January 20, 2014. Key metrics examined include engagement, fan growth, and mentions. The audit found that Pick n Pay had the most Facebook fans while Game had the fewest. Shoprite had the highest Facebook engagement rate and Fruit & Veg City the lowest. On Twitter, Woolworths had the most followers and Fruit & Veg City the fewest. Woolworths also had the most @mentions while Pick n Pay was the most active grocery store.

1. Social Media Audit
Grocery Stores
1

2. Introduction
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• This is a Social Media Audit of the South African
Grocery Stores.
• The time frame of the Social Media Audit was from
21st December 2013 – 20th January 2014.
• The Social Media Channels analyzed for the audit are
Facebook & Twitter.
• The criteria used to assess the performance of the
Grocery Stores : Engagement, Fan Growth and
Mentions.

3. Grocery and Convenience stores
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
1.
2.
3.
4.
5.
6.
7.
8.
Pick n Pay
Shoprite
Spar
Woolworths
Checkers
Fruit & Veg
Makro
Game

4. Pick n Pay
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: 22 December – 21 January

5. Pick n Pay
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
Most Popular City
Most Popular Age
abcNWED
v
Fan Growth
17 915
37135
70151
76512
253 168
Time Frame: 22 December – 21 January
u

6. Pick n Pay
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
Number of Followers
Following
@PicknPay Mentions
T
“Pick n Pay” mentions
Twitter Age
Q
Number of Tweets
Influencer Score
P
Follower Growth
Time Frame: 22 December – 21 January

7. Pick n Pay
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
5%
Top Locations
Popular Topics
Influencer
abcNWED
Follower Interest
G
s
8%
6%
7%
6%
Time Frame: 22 December – 21 January

8. Shoprite
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: 22 December – 21 January

9. Shoprite
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
Most Popular Age
abcNWED
7200
8410
10800
Most Popular City
v
Fan Growth
7 150
220 309
Time Frame: 22 December – 21 January
u

10. Shoprite
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
Number of Followers
Following
@Shoprite_SA Mentions
T
“Shoprite SA” mentions
Twitter Age
Q
Number of Tweets
Influencer Score
P
Follower Growth
Time Frame: 22 December – 21 January

11. Shoprite
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Follower Interest
Top Locations
Popular Topics
Influencer
abcNWED
G
s
5%
14%
5%
5%
6%
Time Frame: 22 December – 21 January

12. MySpar
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: 22 December – 21 January

13. MySpar
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
790
Most Popular Age
abcNWED
1 077
1 091
Most Popular City
v
Fan Growth
666
210 354
Time Frame: 22 December – 21 January
u

14. Woolworths
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: 22 December – 21 January

15. Woolworths
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
1 855
Most Popular City
Most Popular Age
abcNWED
v
Fan Growth
1 648
2 319
2 748
292 162
Time Frame: 22 December – 21 January
u

16. Woolworths
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
Number of Followers
Following
@Woolworths_SA Mentions
T
“Woolworths” mentions
Twitter Age
Q
Number of Tweets
Influencer Score
P
Follower Growth
Time Frame: 22 December – 21 January

17. Woolworths
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Follower Interest
Top Locations
Popular Topics
Influencer
abcNWED
G
s
5%
7%
6%
6%
6%
Time Frame: 22 December – 21 January

18. Checkers
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: 22 December – 21 January

19. Checkers
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
Most Popular City
Most Popular Age
abcNWED
v
1 855 1 648
2 319
2 748
172 185
Time Frame: 22 December – 21 January
Fan Growth
u

20. Checkers
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
Number of Followers
Following
@CheckerSA Mentions
T
“Checker SA” mentions
Twitter Age
Q
Number of Tweets
Influencer Score
P
Follower Growth
Time Frame: 22 December – 21 January

21. Checkers
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Follower Interest
Top Locations
Popular Topics
Influencer
abcNWED
G
s
4%
9%
5%
6%
7%
Time Frame: 22 December – 21 January

22. Fruit & Veg City
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: 22 December – 21 January

23. Fruit & Veg City
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
153
Most Popular Age
abcNWED
173
204
Most Popular City
v
Fan Growth
149
47 320
Time Frame: 22 December – 21 January
u

24. Fruit & Veg City
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
Number of Followers
Following
@FruitVegCity Mentions
T
“Fruit & Veg City” mentions
Twitter Age
Q
Number of Tweets
Influencer Score
P
Follower Growth
Time Frame: 22 December – 21 January

25. Fruit & Veg City
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Follower Interest
Top Locations
Popular Topics
Influencer
abcNWED
G
s
5%
7%
6%
6%
6%
Time Frame: 22 December – 21 January

26. Makro
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: 22 December – 21 January

27. Makro
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
Most Popular City
Most Popular Age
abcNWED
433
646
365
v
Fan Growth
364
132 161
Time Frame: 22 December – 21 January
u

28. Makro
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
Number of Followers
Following
@Makro_SA Mentions
T
“Makro” mentions
Twitter Age
Q
Number of Tweets
Influencer Score
P
Follower Growth
Time Frame: 22 December – 21 January

29. Makro
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Follower Interest
Top Locations
Popular Topics
Influencer
abcNWED
G
s
4%
8%
4%
5%
7%
Time Frame: 22 December – 21 January

30. Game
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: 22 December – 21 January

31. Game
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Locations of fans
529
Most Popular Age
abcNWED
936
Most Popular City
v
Fan Growth
461
1093
43 015
Time Frame: 22 December – 21 January
u

32. Game
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
Number of Followers
Following
@WinwithGame Mentions
T
“Game” mentions
Twitter Age
Q
Number of Tweets
Influencer Score
P
Follower Growth
Time Frame: 22 December – 21 January

33. Game
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Follower Interest
Top Locations
Popular Topics
Influencer
abcNWED
G
s
4%
8%
4%
5%
5%
Time Frame: 22 December – 21 January

34. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y Total Number Of C Fans
Time Frame: 22 December – 21 January

35. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y C Fans in South Africa
Time Frame: 22 December – 21 January

36. Benchmark
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
t Engagement rate C
Time Frame: 22 December – 21 January

37. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
u Number of M followers
Time Frame: 22 December – 21 January

38. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
u Number of M Mentions
Time Frame: 22 December – 21 January

39. b Insights
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• Pick n Pay is the Grocery Store with the most
Facebook Fans.
• Game is the Grocery Store with the least
Facebook Fans.
• The most engaging Grocery Store on Facebook
is Shoprite .
• The least engaging Grocery Store on Facebook
is Fruit & Veg City .
Time Frame: 22 December – 21 January

40. b Insights
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• Woolworths is the Grocery Store with the most
Twitter Followers.
• Fruit & Veg City is the Grocery Store with the
least Twitter Followers.
• The Grocery Store with the most @ mentions is
Woolworths.
• Pick n Pay is the most active Grocery Store on
Twitter.
Time Frame: 22 December – 21 January

41. 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: 22 December – 21 January

42. END