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Page 1: Social Media Audit- South African Universities

Social Media AuditUniversities

1

Page 2: Social Media Audit- South African Universities

• 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 __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 3: Social Media Audit- South African Universities

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

Page 4: Social Media Audit- South African Universities

University of Cape Town ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 5: Social Media Audit- South African Universities

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

Page 6: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 7: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 8: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 9: Social Media Audit- South African Universities

University of Witwatersrand ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 10: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 11: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 12: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 13: Social Media Audit- South African Universities

15%

8%

5%

5%

3%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 28 December – 29 January

University of Witwatersrand M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 14: Social Media Audit- South African Universities

Stellenbosch University C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 15: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 16: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 17: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 18: Social Media Audit- South African Universities

15%

4%

4%

4%

43%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 28 December – 29 January

Stellenbosch University M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 19: Social Media Audit- South African Universities

University of KwaZulu-Natal ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 20: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 21: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 22: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 23: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 24: Social Media Audit- South African Universities

University of Pretoria C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 25: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 26: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 27: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 28: Social Media Audit- South African Universities

19%

8%

8%

3%3%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 28 December – 29 January

University of Pretoria M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 29: Social Media Audit- South African Universities

University of Johannesburg ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 30: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 31: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 32: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 33: Social Media Audit- South African Universities

20%

5%

4%

4%

3%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 28 December – 29 January

University of Johannesburg M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 34: Social Media Audit- South African Universities

University of Western Cape C ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 35: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 36: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 37: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 38: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 39: Social Media Audit- South African Universities

University of Free State ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 40: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 41: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 42: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 43: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 44: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 45: Social Media Audit- South African Universities

Rhodes University ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 46: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 47: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 48: Social Media Audit- South African Universities

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______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 49: Social Media Audit- South African Universities

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 28 December – 29 January

Rhodes University M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

14%

9%

8%

4%

3%

Page 50: Social Media Audit- South African Universities

NMMU ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 51: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 52: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 53: Social Media Audit- South African Universities

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 ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 54: Social Media Audit- South African Universities

8%

7%

6%

6%

5%

Top Locations

abcNWED

Popular TopicsFollower Interest Influencer

s G

Time Frame: 28 December – 29 January

NMMU M ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Page 55: Social Media Audit- South African Universities

Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Total Number Of C Fansy

Time Frame: 28 December – 29 January

Page 56: Social Media Audit- South African Universities

Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

C Fans in South Africay

Time Frame: 28 December – 29 January

Page 57: Social Media Audit- South African Universities

Benchmark VC______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Engagement rate C t

Time Frame: 28 December – 29 January

Page 58: Social Media Audit- South African Universities

Benchmark M______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Number of M followersu

Time Frame: 28 December – 29 January

Page 59: Social Media Audit- South African Universities

Benchmark C______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Number of M MentionsT

Time Frame: 28 December – 29 January

Page 60: Social Media Audit- South African Universities

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

Page 61: Social Media Audit- South African Universities

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

Page 62: Social Media Audit- South African Universities

• 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

Page 63: Social Media Audit- South African Universities

END