social media audit - south african political parties

Social Media Audit

South African Political Parties

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.

Political Parties Audited

1. African Christian Democratic Party (ACDP)

2. AGANG SA

3. African National Congress (ANC)

4. Congress of the People (COPE)

5. Democratic Alliance (DA)

6. Economic Freedom Fighters (EFF)

7. Inkhatha Freedom Party (IFP)

8. Vryheid Front Plus (VF+)

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

ACDPPage Insights

qqqqqqq

Fans: 1 887

People Talking About This: 157

q

g

Most Popular Day: 29th Sep 2013

Most Popular City: Cape Town

Most Popular Age Group: 25 - 34Passive Fans Engaged Fans

ACDP only has 8,3%engaged Facebook Fans

Category: Political Party

ACDPPage Analysis

Content missing on

About Page:

• Location

• Life Events/

Milestones

• Founder’s details

g

ACDPContent Type

g

Party News45%

Campaigns12%

Topical Issues43%

Most of the Content on the ACDP

page are news about the party.

ACDPTopical Issues

g

7

6

4 4

3 3

1 1

Corruption Crime Secrecy Bill Economy E-toll Anti-Porn Education Marikana

Num

ber

of

update

s

Issues

Number Of Facebook Updates Per Topical Issue (OCTOBER)

The most common issue ACDP addresses on Facebook is Corruption

ACDPFacebook Pages

g

685

167

14

43

2

1

ACDP Youth ACDP WesternCape

ACDP Limpopo African Christiandemocratic party

Fans

+ P

TAT

Facebook Pages

Other Unofficial ACDP Facebook Pages

Fans

PTAT

qqqqqqqqqqqq

Fans: 26 268


qqq

g

Most Popular Day: 21st July 2013

Most Popular City: Johannesburg

Most Popular Age Group: 25 - 34 Passive Fans Engaged Fans

ANC only has 9,3%engaged Facebook Fans

Category: No Category

ANCPage Insights

Content missing on

About Page:

• Life Events/

Milestones

• Organisations

Overview


ANCPage Analysis

g

ANCContent Type

g

Party News48%

Campaigns40%

Topical Issues12%

Most of the Content on the ANC

page is the Party’s News.

ANCTopical Issues

g

5

2 2 2

Education E-tolls Economy Unemployment

Num

ber

of

update

s

Issues


The most common topical issues ANC addresses on Facebook is Education.

ANCFacebook Pages

g

23271

3741

1293 1698

785534

116155

117 97170

16

5697

32

ANC YouthLeague

ANC KZN ANC EasternCape

ANC Limpopo ANCParliamentary

ANC Womensleague

ANC Gauteng ANC NorthernCape

Fans

+ P

TAT

Facebook Pages

Other Official ANC Facebook Pages

Fans

PTAT

ANCFacebook Pages

g

42815

30821989 1433

704916

10

133

11

34

ANC African NationalCongress

ANC NorthernCape

ANC EasternCape

African NationalCongress

Fans

+ P

TAT

Facebook Pages

Unofficial ANC Facebook Pages

Fans

PTAT

Agang SA

qqqqqqqqqqqqq

Fans: 27 413


qqq

g

Most Popular Day: 16th June 2013


Most Popular Age Group: 25 - 34

Passive Fans Engaged Fans

AGANG SA only has 9%engaged Facebook Fans

Agang SAPage Insights


Agang SAPage Analysis

Content missing

on About Page:

• Life Events/

Milestones

• Organisation

Overview

• Founder’s

details

g

Agang SAContent Type

g

Party News29%

Campaigns39%

Topical Issues32%

Most of the Content on the AGANG

SA page are the Party’s Campaigns.

Agang SATopical Issues

g

17

15

7

43 3

21 1

Corruption Education Womenempowerment

Unemployment E-tolls Economy Crime Marikana Housing

Num

ber

of

Update

s

Issues


The most common issues AGANG SA addresses on Facebook is Corruption.

Agang SAFacebook Pages

g

216114

77 76

15

32

68

AGANG SAWestern Cape

AGANG Limpopo AGANG KZN AGANG WC Youth

Fans

+ P

TAT

Facebook Pages

Unofficial AGANG SA Facebook Pages

Fans

PTAT

qqqqq

Fans: 2 008


q

g

Most Popular Day: 4th August 2013



COPE only has 9,2%engaged Facebook Fans


COPEPage Insights

COPEPage Analysis

Content missing on

About Page:

• Life Events/

Milestones

• Organisation’s

Overview


g

COPEContent Type

g

Party News60%

Campaigns33%

Topical Issues7%

Most of the Content on the COPE

page are the Party’s news.

COPETopical Issues

g

3

1 1

Corruption E-tolls Crime

Num

ber

of

Update

s

Issues


The most common issue COPE addresses on Facebook is Corruption.

COPEFacebook Pages

g

563

14

COPE Youth league

Fans

+ P

TAT

Facebook Pages

Other Official COPE Facebook pages

Fans

PTATA

qqqqqqqqqqqqq

Fans: 37 539


qqqqq

g

Most Popular Day: 22nd Sep 2013



DA only has 15,9%engaged Facebook Fans

Category: Political Organization

DAPage Insights

DAPage Analysis

Content missing on

About Page:

• Location

• Phone

g

DAContent Type

g

Party news25%

Campaigns29%

Topical Issues46%

Most of the Content on the DA

page focuses on Topical Issues.

DATopical Issues

g

13

10

54 4

3

1

E-tolls Corruption Unemployment Education Crime Economy Marikana

Num

ber

of

Update

s

Issues


The most common issues DA addresses on Facebook are E-tolls & Corruption.

DAFacebook Pages

g

9591 948

101

311

13

4

DA Youth DA Abroad DA Women Network

Fans

+ P

TAT

Facebook Pages

Other Official DA Facebook Pages

Fans

PTAT

DAFacebook Pages

g

2257502

353286159

8

DA Eastern Cape DA Gauteng DA Mpumalanga

Fans

+ P

TAT

Facebook Pages

Unofficial DA Facebook Pages

Fans

PTAT

qqqqqqqqqqqqqqqq

Fans: 53 867


qq

g

Most Popular Day: 22nd Sep 2013



EFF only has 3,8%engaged Facebook Fans

Category: Cause

EFFPage Insights

EFFPage Analysis

Content missing on

About Page:

• Life Events

• Contact info


Overview

• Mission


g

EFFContent Type

g

Party news37%

Campaigns33%

Topical Issues30%

Most of the Content on the EFF

page focuses on the party’s news.

EFFTopical Issues

g

4

3

2 2

1

Crime Marikana E-tolls Corruption Economy

Num

ber

of

Update

s

Issues


The most common issues EFF addresses on Facebook are Crime

EFFFacebook Pages

g

49739

2330 32643013

244

991

Economic Freedom Fightersof SA

EFF Economic Freedom Fighters- EFF

Fans

+ P

TAT

Facebook Pages

Unofficial EFF Facebook Pages

Fans

PTAT

qq

Fans: 454


q

g




IFP only has 3,3% engaged Facebook Fans


IFPPage Insights

IFPPage Analysis

Content missing on

About Page:

• Life Events/

Milestones

• Phone


Overview

• Email

g

IFPContent Type

g

Party news29%

Campaigns32%

Topical Issues39%

Most of the Content on the IFP

page are Topical Issues.

IFPTopical Issues

g

4

3

2

1

Corruption Crime Traditional Issues Housing

Num

ber

of

Issu

es

Issues


The most common issue IFP addresses on Facebook is Corruption.

VF Plusg

qqqqqqqqqq

Fans: 11 774


q

g


Most Popular City: Pretoria


VF PLUS only has 1,8% engaged Facebook Fans


VF PlusPage Insights

VF PlusPage Analysis

Content missing on

About Page:

• Life Events/

Milestones


overview

• Location

VF PlusContent Type

g

Party news39%

Campaigns5%

Topical Issues56%

Most of the Content on the VF Plus

page focuses on topical issues.

VF PlusTopical Issues

g

5

4

2

Economy Crime Corruption

Num

ber

of

Update

s

Issues


The most common issue VF Plus addresses on Facebook are Economic Issues.

Political Parties

Facebook Performance

Benchmark

Political Partiesf Fans Benchmark

53867

37502

27413 26268

11774

2008 1887 454

EFF DA AGANG ANC VFPLUS COPE ACDP IFP

Fans

Political Parties

Facebook Fans

The Political Party with the most fans on Facebook is the Economic Freedom

Fighters

Political Partiesf Engagement Rate

15,9%

9,3% 9,2% 9% 8,3%

3,8% 3,3%1,8%

DA ANC COPE AGANG ACDP EFF IFP VFPLUS

Engagem

ent

Rate

(%)

Political Parties

Percentage of fans that engaged with the Political Parties on Facebook

The Political Party with the highest engagement rate on Facebook is the Democratic

Alliance.

Political Partiesf Conversations

640K

170K

16,8K

5,4K2,4K 2,4K

560K

184K

9,2K4K

1,2K 1,08K

#ANC #DA #AGANG #VF Plus #ACDP #IFP

Convers

ations

Volu

me

Demographics

Demographics of people conversing about Political Parties

Males

Females

*Data for EFF & COPE was not available for this section

Political Partiesf Content types

43%

45%

12%

ACDP

Issues News Campaigns

11%

49%

40%

ANC

32%

29%

39%

AGANG

7%

60%

33%

COPE

46%

25%

29%

DA

30%

37%

33%

EFF

39%

29%

32%

IFP

56%39%

5%

VFPLUS

Political Partiesf Topical Issues

Topical Issues that most political parties address 35

2018

16

11

Corruption E-tolls Education Crime Economy

% o

f Is

sues

Topical Issues

Topical Issues that most political parties address on Facebook are Corruption and E-tolls


Number of Corruption updates in October.

17

10

7

43

2 2

0

AGANG SA DA ACDP IFP COPE EFF VFPLUS ANC

Num

ber

of

Update

s

Political Parties


Number of Crime updates in October

6

4

3 3

2 2

1

0

ACDP DA EFF IFP VFPLUS AGANG SA COPE ANC

Num

ber

of

update

s

Political Parties


Number of Economy updates in October

4 4

3 3

2

1 1

0

ACDP VFPLUS AGANG SA DA ANC EFF IFP Cope

Num

ber

of

update

s

Political Parties


Number of Education updates in October

15

54

10 0 0 0

AGANG SA ANC DA ACDP COPE IFP VF PLUS EFF

Num

ber

of

Update

s

Political Parties


Number of E-toll updates in October13

3 32

0 0 0 0

DA ACDP AGANG SA EFF COPE VFPlus ANC IFP

Num

ber

of

Update

s

Political Parties

Political Partiesf 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.

Recommendations

For strategic insights and recommendations, see the detailed report here:

http://info.zasocialmedia.com/social-media-audit-south-african-political-parties

http://info.zasocialmedia.com/social-media-audit-south-african-political-parties

Tel: (011) 321 0201

www.zasocialmedia.com

[email protected]

Compiled by:

Sandile Mayambala – Social Media Analyst

ZASocial Media

@sanzasurf

Tela Litana – Content Strategist & Social Media Manager

ZASocial Media

@tela_telz

http://www.zasocialmedia.com/

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