SA political parties stumble on social media - analyst

2014-02-05 14:40
(File, Twitter)

(File, Twitter)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

kalahari.com

Cape Town - As national elections draw closer, many political parties have taken to social networks to get their message out to potential voters, but they are also making fundamental errors, says an analyst.

Social media research conducted by Strategy Worx found that while major parties the Democratic Alliance, African National Congress and newcomer Agang SA had a significant presence on social media, they fell short in key areas.

"The ANC use their online presence as a broadcast medium, which reflects a fundamental misunderstanding and misuse of the online medium," said Steven Ambrose, CEO of Strategy Worx.

The ruling party has just over 58 000 likes on its Facebook page, but lacks the branding of the DA and still lists Congress of the People (Cope) president, Mosiuoa Lekota, as a member of the organisation.

Winner

Ambrose also criticised the ANC's website.

"The ANC website lacks strategic intent, and does not clarify who its intended audience is, nor does the website make any effort to engage with its constituency."

The DA on Facebook has seen a surge in the number of likes since the acrimonious split between leader Helen Zille and Agang SA's Dr Mamphela Ramphele.

The DA has grown to over 57 000 likes on the social network by Wednesday and the party has loaded video and image content to engage with its constituency.

Using the Online Synergy Audit tool which analysed both party websites as well as social media presence, Strategy Worx awarded the DA the winner in terms of its social media strategy though the company qualified that by saying that "South African political parties have failed to understand that simple placement of events, speeches, manifestos, and offline information, does not constitute good online practice".



Though a newcomer, Ambrose praised Agang SA for its strategy online, though the party has not contested an election.

"Agang, as the newest party, appears to have the best understanding of the online environment, with their score being hindered by fundamental usability and strategic content issues, which impact on their ability to effectively communicate online."

Online 'failure'

Ramphele's party has 34 000 likes on Facebook, though the party was formed after the Economic Freedom Fighters, which has 2 700 likes.

The EFF "Commander in Chief" Julius Malema though, has in excess of 412 000 followers on Twitter, significantly more than DA leader Zille at 374 000 as well South African President Jacob Zuma who has 310 000.

Cope, formed after the ousting of former president Thabo Mbeki and once thought to be a formidable ANC challenger, came in for harsh criticism of its online strategy.

"Cope appears to be caught in a time warp, with their website acting more as a place holder for party propaganda and news releases than anything else. Little has changed on the site since the last election," said Ambrose.



The Inkatha Freedom Party (IFP) was also lambasted as an online "failure".

"Their site is absolutely archaic, devoid of any online leading or even currently acceptable practice. The overall look is so completely out of sync with the modern web that is it jarring and confusing," Ambrose said, suggesting that the best way forward was for the IFP to start from scratch.

On Facebook, the IFP has only 579 likes and scored the lowest in the Strategy Worx analysis.


- Follow Duncan on Twitter
- News24
Read more on:    cope  |  agang sa  |  da  |  anc  |  social networks  |  elections 2014
NEXT ON NEWS24X
SHARE:

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
3 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
/News
Traffic & Train Alerts
Traffic
Montague Gardens 18:07 PM
Road name: Montague Drive

ROADWORKS - lane closures both directions for BRT lane construction - expect delays

Kuils River 18:05 PM
Road name: Polkadraai Road Eastbound

ROADWORKS between the R102 Van Riebeeck Road and the R310 Baden Powell Drive exit - expect delays

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now!

Kalahari.com - shop online today

Up to 60% off - clearance sale!

Save up to 60% on appliances, books, electronics, toys, movies and more. Offer valid while stocks last. Shop now!

Deal of the Week!

Get bestselling John Green novels now just R99 each! Hurry and get yours while stocks last. Shop here.

Mind blowing deals on beauty & fragrances

Save up to 30% off beauty and fragrances. Offer valid while stocks last. Shop now!

Up to 50% off hair care products!

Save up to 50% on professional hair care products at kalahari.com. Offer valid while stocks last. Shop now!

30% off academic books

Score a mind blowing 30% off academic books! Offer valid while stocks last. Shop now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

Horoscopes
Aquarius
Aquarius

It is the end of the month and there may be a strong focus on organising finances. You may have found a need to reconstruct or...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.