Penplusbytes has released its latest social media
ratings on Ghana’s traditional media, revealing the performance of
established newspaper brands, radio and television (TV) stations in Ghana for
the 3rd quarter of the year 2016.
Premised on the same objectives
as the 1st and 2nd Quarter reports, Penplusbytes’ 3rd Social Media
Index (SMI) report reviews the outlook of various media entities in Ghana based
on their presence, followers and likes on social media; particularly Facebook
and Twitter.
Assessing the activities and performances of well over 350
radio stations, 60 Newspapers and 34 TV stations in Ghana who are harnessing
social media as a news generation and dissemination tool, the report lends
credence to the status of Facebook as the most popular social media tool in
Ghana with greater patronage than Twitter. It comes, therefore, as no surprise
that there are more Ghanaian radio stations on Facebook (70) than there are on
Twitter (39); as many TV stations on Facebook as there are on Twitter (23) and
more Newspapers on Facebook (21) than there are on Twitter (8).
The report indicates that Citi FM has overtaken Joy FM as
the most followed radio station on Facebook
after losing the slot to Multimedia’s foremost radio station in the 2nd quarter
report. On Twitter, Joy FM maintains its lead as the 1st ranked radio station;
a position it has held onto since the beginning of the year.
The report, which is downloadable here, provides detailed insights on
similar indices for TV and Newspaper categories as well.
With data collected remaining valid as at 15th October,
2016, this report measures how Ghana’s traditional media utilize their online
platforms to reach out and engage their target audience by employing a
quantitative research module. The module provides relevant numerical figures
which informs the rankings.
Kwami Ahiabenu II, Executive Director of Penplusbytes, said
the report’s outcome highlights the general use of social media by the media
and their newsrooms. “Traditional news sources – radio, TV and newspaper – have
stricken an almost inseparable connection with new media techniques of which
social media is key and this report serves as an indication of news
organizations’ attitudes towards new media,” he added.
Though
social media’s influence is rising and hastening the spread of information and
ensuring an increasing reliance of readers on online resources to provide
information and news, there still seem to be a snail-paced transition to what
is evidently an important shift from physical print towards online media.
This report shows that though many media houses own various
social media accounts, they have failed in the efficient and effective
management of their accounts as many have been left without updates for many
months and even years in some cases; thereby defeating their purpose. Only a
handful of media brands run dedicated social media accounts with stations in
the Greater Accra region holding on to their stake as owners of the most active
and engaging accounts.
The report reveals a key characteristic of media houses and
their online activities in the lead up to the December 7 polls; how citizens,
the media and political actors have utilized the tool to engage, interact and
amplify voices on key issues around the elections.
Beyond trademark writing and posting styles as well as
hashtag uses, many media outlets, as part of their strategies to court maximum
interest and following, and to better engage their online audience before,
during and after the elections, have adopted Ghana elections themed account
names prefixes on social media especially on Twitter and perhaps as indication
of what their topmost priority issue within the period is. This phenomenon
appears to have contributed to a surge in the general appeal the number of
followers of media/news entities on social media.
Joy FM’s Twitter account is prefixed by #ElectionHQ, Citi
FM’s has #GhElections, Starrfm has #EIBElectionHub and TV3 has
#ElectionCommand. These accounts unsurprisingly are amongst the best performing
media entities on social media with the most up-to-date, interactive and best
followed as revealed in the findings presented in this report.
About
Penplusbytes is a not-for-profit organization driving
change through innovations in three key areas: using new digital technologies
to enable good governance and accountability, new media and innovations, and
driving oversight for effective utilisation of mining, oil and gas revenue and
resources.
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