social media audit- south african universities
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Social Media AuditUniversities
1
• 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.
Introduction __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
1. University of Cape Town
2. University of Witwatersrand
3. Stellenbosch University
4. University of KwaZulu-Natal
5. University of Pretoria
6. University of Johannesburg
7. University of Western Cape
8. University of Free State
9. Rhodes University
10. Nelson Mandela Metropolitan University
Universities __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Based on Academic Rankings
University of Cape Town ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
University of Cape Town C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
21 054
1341585530
450Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
University of Cape Town C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@UCT_News Mentions “University of Capetown” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
University of Cape Town M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
17%
7%
5%
4%
4%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
University of Cape Town M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
University of Witwatersrand ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
University of Witwatersrand C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
28 328
3120
3058
1945 1 830
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
University of Witwatersrand C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@WitsUniversity Mentions “Wits University” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
University of Witwatersrand M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
15%
8%
5%
5%
3%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
University of Witwatersrand M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Stellenbosch University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
Stellenbosch University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
30 422
922 877738 413
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
Stellenbosch University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@StellenboschUni Mentions “StellenboschUniversity” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
Stellenbosch University M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
15%
4%
4%
4%
43%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
Stellenbosch University M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
University of KwaZulu-Natal ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
University of KwaZulu-Natal C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
17 007
212187
182 104
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
University of KwaZulu-Natal C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@UKZN Mentions “UKZN” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
University of KwaZulu-Natal M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
13%
12%
4%
4%
3%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
University of KwaZulu-Natal M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
University of Pretoria C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
University of Pretoria C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
4 858
101 9550 49
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
University of Pretoria C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@UPTUKS Mentions “University of Pretoria” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
University of Pretoria M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
19%
8%
8%
3%3%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
University of Pretoria M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
University of Johannesburg ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
University of Johannesburg C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
43 998
718
511
298 271
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
University of Johannesburg C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@mediauj Mentions “UJ” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
University of Johannesburg M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
20%
5%
4%
4%
3%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
University of Johannesburg M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
University of Western Cape C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
University of Western Cape C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
1 207
718
511298 271
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
University of Western Cape C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@UWConline Mentions “University of WC” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
University of Western Cape M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
12%
10%
8%
4%
4%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
University of Western Cape M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
University of Free State ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
University of Free State C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
University of Free State C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
18 113
444
170153 109
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
University of Free State C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@UFSWeb Mentions “University of Freestate”mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Follower Growth
University of Free State M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
19%
7%
6%
4%
4%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
University of Free State M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Rhodes University ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
Rhodes University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
8 156
489
389280 167
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
Rhodes University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@Rhodesuniversity Mentions “Rhodes University” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
Rhodes University M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
Rhodes University M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
14%
9%
8%
4%
3%
NMMU ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y
X
T
O
Number of Fans South African Fans
Female Fans Male Fans
People Talking About This Engagement Rate
Global Potential Reach SA potential Reach
Time Frame: 28 December – 29 January
NMMU C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
13 424
312
310192 167
Most Popular City
abcNWED
Most Popular Age
v
Locations of fans Fan Growth
u
Time Frame: 28 December – 29 January
NMMU C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
M
T
P
Number of Followers Following
@NMMU4U Mentions “NMMU” mentions
Twitter Age Number of Tweets
Influencer Score
Q
Time Frame: 28 December – 29 January
NMMU M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
8%
7%
6%
6%
5%
Top Locations
abcNWED
Popular TopicsFollower Interest Influencer
s G
Time Frame: 28 December – 29 January
NMMU M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Total Number Of C Fansy
Time Frame: 28 December – 29 January
Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
C Fans in South Africay
Time Frame: 28 December – 29 January
Benchmark VC______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Engagement rate C t
Time Frame: 28 December – 29 January
Benchmark M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Number of M followersu
Time Frame: 28 December – 29 January
Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Number of M MentionsT
Time Frame: 28 December – 29 January
Insights f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
b
• 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
Insights t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
b
• 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
• 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.
Glossary N__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 28 December – 29 January
END
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