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TRANSCRIPT
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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
.
@afrobarometer in May 2012
Facebook in September
2012
Google Plus and You Tube
MaySlideShare 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
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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
Jan Feb. Mar Apr. May June0
50
100
150
200
250
300
350
400
450
87
218
327
255
146
847094
399 405
347
97
5387
160 154 165
54
TweetsRetweetsMentions
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Most Engaged Post @afrobarometer #Nairobi still king #ABFreeSpeech
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Item Metric
Likes 2,172
Reach 624,745
Viral Reach 42,293Total 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
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@ 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
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