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A Digital Take on SA Elections

Disclaimer: We are using this opportunity to showcase the capabilities of the Tracx social intelligence tool. The information we will be sharing is based on what is being pulled into the tool from any and all activity online relating to the political parties who are running in the SA elections. We are in no way affiliated with any of the political parties and we are not endorsing any campaigns on behalf of any of the South African political parties. The information we are sharing is public information.

It’s 50 days until the 2014 South African, Democratic Elections voting day which will be held on the 7th May 2014. Not only will this be a public holiday (yay!), but you will be able to cast your vote about who you would like to govern this beautiful country.

Naturally, at Digital Republic, we are interested in what you have been saying about the upcoming SA Elections ONLINE and have been tracking all the mentions, hashtags, conversations, interactions, engagement levels, influencers and more. In the last month alone, there have been a staggering 33 285 conversations generated that relate to the elections in some way! 33 285!!! When we saw this, we decided we had to continue monitoring this to find out who is saying what and where.

This is why we will be giving you a weekly summary of the IEC South African Elections 2014 so that you too can see what is happening online with this. Remember, our tool, Tracx, does not only pull in information from social media platforms such as Twitter and Facebook, but from ALL online sources including, news sites, blogs and forums. Because of this, we are able to see a full view of the Elections Online.  As well as this weekly summary, we will be doing comparatives between Political Parties to see who is gaining most traction online and on which platforms.

That being said, let’s get started 🙂
Overview - All - Past 30 days

Even though 33 285 conversations is a lot, when you look at the engagement rate (which is how many posts have converted into conversations), we can see that this is rather low. Thus, only 44% of the 76 346 posts were converted into a conversation (to clarify, a conversation is a post that has at least one interaction, such as a reply, retweet, like etc.).
When we look at the Reach (which is the number of UNIQUE users that have interacted with a post), we can see that this is 143 193.

Online Stats

When we look at how many users have access to the internet in South Africa – 14 000 000 – this works out to about 1% of the population talking about the elections online.

Let’s segment this and see how many conversations have been generated per political party (for the purposes of our tracking, we have chosen to focus on the ANC, DA, AGANG, EFF, IFP and COPE).
So if we look at those comparisons in a nice, neat graph it looks a little something like this:
SeparateClearly the ANC is generating the most conversations, with the EFF and DA following.

But who is the audience that are generating these conversations?
Below we can see that about 61% of the people generating these conversations are males.
gender demographics

We can see from this graph that people of all age groups are taking part in the debate, which is fantastic! However, the 25-44 year-olds seem to have a bit more to say compared to everyone else.
age demographics

Let’s have a look at what they are saying, i.e.: what is driving the conversations. Below we can see the Conversation Drivers relating to the Elections Online:
Conversation drivers - all

The main words that are driving conversations include: Zuma, Zille, Nkandla, MyANC, Malema, EconfreedomZA, HelenZille and AgangSA.

Who are driving these conversations you ask? If we look at the top influencers in relation to the Elections, we can see that the main influencers are most of the political parties themselves, with the exception of Uberfacts, NelsonVillavicencio and City Press.

We thought it would be interesting to investigate the peak day of activity in the last 30 days:
peakThe peak day was 23rd February 2014. This was the day that the DA and EFF released their manifestos. When taking a closer look at the data, and seeing what the conversations were about on this day, we can confirm that these manifestos were the most talked about topics on this day, hence the peak.

That’s it for today, but keep checking back as we will continue to bring you updates about the SA Elections over the next month and a bit 🙂

Digital Republic

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