social media analysis of president kenyatta's 2017 state of the nation address
TRANSCRIPT
Key Findings
• An Al-Jazeera tweet announcing President Kenyatta’s address
had the highest number of impressions, 3.7 million, and was widely shared and liked.
• Kenyan media outlets overwhelmingly amplified the president’s messages by posting key quotes during the address. They did not provide any live commentary and rarely posted critical comments which were made during subsequent panel discussions.
• Radio stations predominately used social media to warn people about heightened security around parliament on March 15.
• Citizen participation on social media was very low and mainly involved negative comments.
• Not many government or opposition influencers echoed messages from their respective camps.
• Conversation volumes ebbed dramatically the following day. 2
NoahW.MillerManagingDirector
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President Uhuru Kenyatta gave a State of the Nation Address on March 15, 2017. Most of the social media posts about the address were trivial, but we analyzed five key themes for more nuanced findings.
Find
ings
Methodology
• #sotn2017, #sotnke, #sonake2017,
#stateofthenation, #stateofthenationisstrong and #stateofthelies.
• The posts were made overwhelmingly on Twitter.
• They generated 462 million impressions and reached 34.3 million users.
• On March 16, the number of relevant posts dropped to 428.
• We examined five themes that were highlighted in the speech and were fact-checked by the Daily Nation and AfricaCheck.
3 3
Sam
ple
We analyzed 4,031 social media posts made between March 13-19, 2017. They were tagged with hashtags related to the State of the Nation Address.
Devolution
• Both the Daily Nation and AfricaCheck agreed that the facts given on devolution were correct.
• On a positive note, the People Daily often posted about Wajir getting its first tarmac road. Other posts mentioned accomplishments such as the Huduma Centres, improved street lighting and county headquarters getting a fiber optic connection.
• Conversely, a negative post by @RolandEbole criticizing the low amount of road construction around Kenya was frequently reposted across various themes.
34%
61%
5%Tone
Nega9ve
Neutral
Posi9ve
44
Dev
olut
ion
295 posts had economy as a keyword: 101 negative, 179 neutral and 15 positive. They generated 51.3 million impressions and reached 3.76 million.
Infrastructure
• A negative tweet by @RolandEbole commenting on the lower than promised kilometers of road construction. It had the highest virality and was reposted 127 times.
• There were 23 posts from media houses led by K24. Most focused on the construction of the first paved road in Wajir county and China’s partnership in infrastructure.
• All positive posts came from media houses (People Daily had four alone).
66
Infra
stru
ctur
e
120 posts had economy as a keyword: 78 negative, 32 neutral and 10 positive. They generated 11.4 million impressions and reached 0.8 million.
65%
27%
8%
Tone
Nega9ve
Neutral
Posi9ve
Economy
• 30 posts were made by Citizen TV, KTN, NTV, The Standard, People Daily and Tupo News.
• Media outlets frequently quoted the president’s claim about the economy being robust.
• Of the 17 negative posts, none were made by media houses but by individuals. They mainly commented on the rising cost of basic goods.
88
Eco
nom
y
76 posts had economy as a keyword: 17 negative, 48 neutral and 11 positive. They generated 16.2 million impressions and reached 1.21 million.
22%
63%
15%
Tone
Nega9ve
Neutral
Posi9ve
Police
• Many radio stations commented on police tightening security near parliament though they did not comment on the president’s speech directly.
• NTV announced before the address that security would be a highlight. The president’s claim that the number of police officers surpasses a UN recommendation was indeed widely mentioned. However, both the Daily Nation and AfricaCheck agreed that the facts presented about the police were false.
• Both Citizen TV and NTV featured a post where a commentator on their show voiced critical remarks. These posts garnered nearly 6 million impressions. 1010
Pol
ice
56 posts mentioned the word corruption: 2 negative, 48 neutral and 6 positive. They generated 15.2 million impressions and reached 1.1 million.
3%
86%
11%
Tone
Nega9ve
Neutral
Posi9ve
Corruption
• There was not a single negative post about corruption from a media outlet.
• The Star and Kenyan News falsely reported the recovery of Sh. 30 billion from graft though the figure mentioned in the president’s speech was Sh. 3 billion.
• There were 5 reposts from a People Daily post saying “President Kenyatta: There is no corruption worse than that is directed to our youth. #SOTN2017.”
1212
Cor
rupt
ion
52 posts mentioned the word corruption: 15 negative, 37 neutral and 0 positive. They generated 9.3 million impressions and reached 0.7 million.
29%
71%
Tone
Nega9ve
Neutral
Themes and Queries
14
Devolu'on Infrastructure Economy Police Corrup'on
Keywords • Devolu9on• Revenues• Coun9es• Huduma,• Services• Servicedelivery• Publicservice• Financialyear• Devolved
system• Development• Garissa,Lamu,
Wajir,Turkana,Narok,UasinGishu
• Countygovernment
• Infrastructure• SGR• Railway• Roads• Roadconstruc9on
• Economy• Economicgrowth• 5.9percent• 5.9%• Grossdomes9cproduct
• Police• Internalsecurity
• Corrup9on• Economiccrimes• An9-corrup9on• 3billionshillings• Honestexams
#ofPosts • 295 • 120 • 76 • 56 • 52
Impressionsinmillion
• 51.3 • 11.4 • 16.2 • 15.2 • 9.3
Reachinmillion • 3.76 • 0.8 • 1.21 • 1.1 • 0.7
Que
ries
Our Media Intelligence Tool
• We use a media intelligence platform called Radarly, which has been top ranked by Goldbach, reviewed by Gartner, and named a high performer by G2 crowd users.
• Radarly is a leading solution for real-time social media listening, analysis, influencer identification, engagement and reporting.
• The tool allows us to perform benchmark analyses, investigate keywords or discussion topics, conduct reputation management, monitor and engage with influencers, and asses the impact of campaigns, amongst others.
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Rad
arly
CONTACT
Sochin Limited Noah W. Miller, Managing Director [email protected] 0721.403.574 www.sochin.agency Marula Manor Marula Lane Karen, Nairobi
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tact