IN-DEPTH MONTHLY ANALYSIS REPORT FEBRUARY 2023
PREPARED BY
Executive Summary
We recorded 1,247 stories published on children-related issues in Uganda by online publications in February 2023, marking a decrease of two (02) storiesfrom those published in the month of January 2023.
Of the 1,247 stories published in February 2023, 713 were published under keeping children learning[1]; 337under keeping children safe[2] and 197 under keeping children alive[3].
The hashtag #InvestInUGChildren performed as seen below;
The hashtag #BestStartInLife performed as seen below;
UNICEF Mentions Vis-à-vis Other Humanitarian Agencies
Out of the 1,247 stories published online during the month of February 2023 on children-related issues, 43 stories mentioned UNICEF. The number of mentions remained consistent with those registered in January 2023.
Among UNICEF comparators, the Ministry of Education & Sports (MoES) was the most mentioned with 139 followed by World Health Organization (WHO) in 45 stories, the Ministry of Health (MoH) 33, Ministry of Gender, Labour and Social Development (MGLSD) 17, United Nations (UN) 15 and United Nations Population Fund (UNFPA) 13 mentions among other comparators.
End-of-Month Analysis Report
- INTRODUCTION
Ultimate Multimedia Consult (UMC) is mandated to present an analysis report every month to UNICEF Uganda on how messages about children-related issues are packaged and published by online publications and across social media platforms.
This report also tracks the performance of UNICEF Uganda Social Media accounts, UNICEF Uganda’s hashtags and mentions from 1st to 28th February 2023. It also shows the performance of UNICEF Uganda website.
- ONLINE PUBLICATIONS
A total of 1,247 stories on children-related issues were published by online publications in February 2023, marking a decrease of two (02) storiesfrom those recorded for the month of January 2023.
The graph below shows the number of child-related stories published by websites in February 2023
With 223 stories, Daily Monitor website published the most articles on children-related issues, followed by The New Vision website with 114 articles.
The “Others” section in the graph above includes Uganda based websites and websites based in other countries which published less than 10 children-related articles each in February 2023 as shown in the table below:
- STORY CATEGORIES
Stories under the category of Keeping children learning were the most reported totaling to 713, Keeping children safe followed with 337 stories, while Keeping children alive were the least at 197. The distribution of stories per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
- The majority (526) of the children-related stories published online in February 2023 had a positive sentiment[4].
Out of the 429 children-related stories recorded having negative sentiment in the month of February 2023, four (04) mentioned UNICEF. Below are stories with negative sentiments that mentioned UNICEF:
- https://www.eeas.europa.eu/eeas/over-4-million-girls-risk-mutilation_en Over 4 million girls at risk of mutilation
- https://www.newvision.co.ug/category/health/one-woman-dies-every-2-mins-in-pregnancy-chil-154465 One woman dies every 2 mins in pregnancy, childbirth: UN
- https://mazima.ug/health/every-two-minutes-a-woman-dies-during-pregnancy-or-childbirth-who-report/ Every Two Minutes, A Woman Dies During Pregnancy or Childbirth -WHO Report
- https://businessfocus.co.ug/every-two-minutes-a-woman-dies-during-pregnancy-or-childbirth-report/ Every Two Minutes, A Woman Dies During Pregnancy or Childbirth -Report
- UNICEF MENTIONS
This part looks at how online publications reported about UNICEF in comparison with other humanitarian and children’s mandate agencies.
Out of the 1,247 children-related stories we recorded that were published online in February 2023, 43 stories mentioned UNICEF. The number of mentions remained consistent with those registered in January 2023.
Below is a graphic representation of the top-mentioned comparators in children-related stories recorded from online publications in February 2023.
Other comparators mentioned include;
- The United Nations Educational, Scientific and Cultural Organization (UNESCO) had eight (08) mentions.
- USAID had seven (07) mentions.
- Uganda Women’s Effort to Save Orphans (UWESO) had six (06) mentions.
- United Nations High Commissioner for Refugees (UNHCR) and Office of the United Nations High Commissioner for Human Rights (OHCHR) had five (05) mentions.
- World Food Program (WFP), World Bank and Windle International Uganda had four (04) mentions.
- Uwezo Uganda and the Food Agriculture Organisation (FAO) had three (03) mentions.
- World Vision, United Nations Development Programme (UNDP), UNEPI, Save the Children, European Union, Compassion International, Child Fund Uganda and Center for Health, Human Rights and Development (CEHURD) had two (02) mentions each.
- UNATU, StrongMinds, Rotary International, International Organization for Migration (IOM), International Monetary Fund (IMF), International Labour Organisation (ILO), IGAD, Education Cannot Wait, Action Aid, Action Against Hunger and The Joint United Nations Programme on HIV/AIDS (UNAIDS) had one (01) mention each.
- SOCIAL MEDIA PERFORMANCE
In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of February 2023.
| Total Followers | Followers Increase | Tweets Sent | Impressions | Impressions Per Follower |
| 64,032 | 792 | 60 | 646,260 | 10.1 |
| Engagements | Engagement per Follower | Retweets without comments | Likes | Link Clicks |
| 22,616 | 0.4 | 622 | 5,890 | 104 |
- February 2023 Twitter summary
- Top February 2023 Tweet Activity
- Facebook Page Fan Increase Statistics
By the end of February 2023, UNICEF Uganda Facebook page had 163,775 likes marking an increase of 128 from those recorded at the end of January 2023.
- Likes per day throughout the month
The page got its highest (16) number of likes on 1st February 2023, and lost the most (07) page fans on 23rd February 2023.
- Demographics of Facebook Page fans
- Location of Facebook Page fans (Top 10 countries, cities, languages)
- Demographics of People Reached on Facebook
Men between the ages 25-34 have a higher potential to see your content and visit your Facebook Page.
- Facebook Page Engagement by Age and Gender
The majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 18 – 24 years.
- Publishing behavior
The chart below shows the frequency of Facebook posting in February 2023. UNICEF Uganda made 26 posts. These were two (02) more than those you posted in January 2023. Majority (22) of the posts were photos.
- Performance of Facebook video posts
UNICEF Uganda Facebook page February 2023 video views decreased by 51,883 viewsfrom those that you had in January 2023.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 287 | 07 | 280 | 276 | 11 | 88 |
Figure 1: Posted videos (Uploaded videos posted by your Page, including shares and crossposts of your videos to other Pages)
Figure 2: Crossposted videos (Videos from other Pages that you posted)
From the graphics above, UNICEF Uganda had 17 1-minute videos and 88 video repeats, lower than that registered in January 2023. To increase user retention, post more videos, utilize interesting graphics in your videos to keep as many users viewing to the end. Also explore with reels as Short form is becoming the most popular video format. Jump on the trend and try creating a reel for your Page or profile. Continue targeted boosting for improved performance.
- Top five videos (Facebook)
NOTE: This month registered only one top performer (Results include your most recent 100 videos within the period under review).
- Key Metrics Table |All UNICEF Pages (Regional – East Africa)
| Name | Fans | +/_ | Posts | Reactions | Shares | Comments | Interaction Rate (%) |
| UNICEF Uganda | 163,782 | 135 | 26 | 25,098 | 72 | 340 | 0.6 |
| UNICEF DRC | 531,032 | -343 | 23 | 5,767 | 326 | 1,056 | 0.06 |
| UNICEF Kenya | 252,924 | 1,8466 | 21 | 2,919 | 108 | 159 | 0.06 |
| UNICEF South Sudan | 147,642 | 23 | 32 | 1,039 | 95 | 87 | 0.03 |
| UNICEF Rwanda | 118,192 | 71 | 41 | 426 | 28 | 39 | 0.01 |
| UNICEF Tanzania | 47,012 | 326 | 9 | 7,151 | 200 | 1,690 | 2.14 |
| UNICEF Burundi | 40,385 | 71 | 10 | 270 | 12 | 13 | 0.07 |
From the table above, UNICEF Uganda has the third-largest fan base and second-highest interaction rate[5] in the East African region which is commendable. The interaction rate is still lower than the recommended 5%, meaning you need to make sure as many of your posts have high engagement potential. You can achieve this by posting engaging content, and also utilizing post boosting targeting engagement.
- Regional Analysis
The chart below shows the Facebook fans for the East African UNICEF accounts
- Media House Social Media Fan Base Graph
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #InvestInUGChildren
- #BestStartInLife
- YOUTUBE
Between 1st and 28th February 2023, UNICEF Uganda published eight (08) new video on YouTube.
- https://www.youtube.com/watch?v=gZme2XrqAnU Reuniting schoolchildren with their families during the Ebola outbreak in Uganda | UNICEF Uganda (19,186 views, 03 likes)
- https://www.youtube.com/watch?v=Ni7_OKMTexU Sensitizing communities in Uganda on the prevention of the Ebola Virus Disease | UNICEF Uganda (19,055 views)
- https://www.youtube.com/watch?v=2uydLPedgHc Prioritizing education to curb teenage pregnancy and child marriage. | UNICEF Uganda (29,493 views, 01 like)
- https://www.youtube.com/watch?v=IovCiMpZEoI Why are girls out of school? | UNICEF Uganda (41,064 views, 03 likes)
- https://www.youtube.com/watch?v=Sgp1cHVmoGc Go to school, stay in school, and complete school. Education is the key to success. | UNICEF Uganda (10,282 views, 01 like)
- https://www.youtube.com/watch?v=8vmowHJh2lE A world where every girl is educated, empowered, and safe. The time is now! | UNICEF Uganda (10 views)
- https://www.youtube.com/watch?v=rvJx187Tvds Abridged curriculum; the ideal post-COVID-19 education recovery initiative. | UNICEF Uganda (296 views)
- https://www.youtube.com/watch?v=NbIfjSevgVQ Leaving no girl behind. | UNICEF Uganda (235 views, 02 likes)
Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Dislikes | Comments |
| 1,732 | 35 | 08 | 123,374 | 576,944 | 28 | – | 02 |
Watch time (hours)
NOTE: In the month of February 2023, you uploaded eight (08) videos. Your hard work paid off! Publishing more videos coupled with boosting contributed to your channel getting more views than usual.
Top five videos by views
Your top five videos had a total of 118,433 views.
- UNICEF UGANDA WEBSITE ANALYTICS
This section provides analysis of the UNICEF Uganda website posting and performance throughout the month, and outlines key metrics that are essential for better web performance.
- Website Posting
We noted that you posted six (06) fresh articles on your website in February 2023. This indicates an increase of two (02) articles from those published in January 2023.
- Standard Key Performance Indicators (KPIs)
- Site search Performance and Statistics
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 26,211 Page Views during the month of February 2023. These increased by 1,284 from those recorded during the month of January 2023. Below are the 10 most visited UNICEF Uganda web pages in February 2023.
- The most visited press/stories pages
- The average number of active users throughout the month
The website recorded its highest count of active users (735) on 3rd February 2023 as the graphic below shows.
- Website usage by age and gender
- Website Engagement by New vs. Returning visitors
- Acquisition
Audience summary
The February 2023 website audience statistics indicate an increase in most of the audience metrics from those recorded during the month of January 2023.
- With 13,930 new users, there was an increase of 460 website users from those recorded in January 2023.
- The Pageviews increased by 1,284 to make 26,211 in February 2023.
- The website’s bounce rate[6] is 59.92% which is a slight improvement from the 61.77% registered at the end of January 2023.
- The number of sessions increased from 17,373 registeredin January 2023 to 18,177 in February 2023.
- The website’s returning visitors were 16.6% (2,760). These increased by 230 from those recorded in January 2023. New visitors were 13,848.
- CONCLUDING NOTES
UNICEF Uganda’s website posting increased by 50%, and performance improved in part due to the fact that you boosted YouTube posts and linked them back to the website.We encourage you to frequently and consistently update the website with engaging content (multimedia content where possible) to drive more traffic and website ranking by search engines. You can embed YouTube videos from your channel to website articles they are related to, as well as embed Facebook posts and tweets into related articles.
Continue sharing all the content posted on the website on all your social media platforms to drive more traffic to the website. Also, maintain the practice of boosting on YouTube and linking back to the website in order to increase traffic.
In February 2023, you utilized only two media types – photos/graphics, and links in your Facebook posts to disseminate your key messages. You did not publish any videos. We encourage you to explore with more post types, as well as cross-posting videos from YouTube. You can explore with reels as short form is becoming the most popular video format. Jump on the trend and try creating a reel for your Page or profile.
On Twitter, your engagement was 32.4% higher than that received in January 2023. This performance is attributed to more consistent posting and boosting.
UNICEF Uganda published eight (08) new videos on YouTube in February 2023 which improved the channel’s performance. Your hard work paid off as publishing more videos coupled with boosting contributed to your channel getting more views than usual. We encourage you to maintain the practice of keeping the channel active with interesting and engaging content like animations, posts and YouTube Shorts, as well as frequently boosting your videos. Posts are a good way to quickly share new content if you’re not publishing as many videos as usual. Endeavour to add a call-to-action to your videos, for example encouraging users to like, comment, share, subscribe and turn on their notification bells so they can be notified whenever you upload new content.
Best Regards,
ENID KEREN NABUMATI knabumati@gmail.com 0789288289
For and on behalf of Ultimate Multimedia Consult (U) Ltd
[1] Reports categorized as such may connote to content published in a context of improving and addressing the issues concerning both informal and formal education of a child, including early and progressive learning.
[2] Stories in this category may refer to a journalistic report(s) written and presented in the context of the social safety and welfare including the security of children. Such stories include any content that addresses issues which threaten lives of children like physical assault, psychosocial injury and threat.
[3] This is concerned with stories and journalistic content which addresses the health of children in Uganda. It may also entail stories that look at the welfare of pregnant mothers or maternal health in general.
[4] Sentiment is used to measure how messages contained in children-related stories are portrayed in the media in relation to UNICEF’s mission to advocate for the protection of children’s rights, help meet their basic needs and expand their opportunities to reach their full potential Sentiment is normally categorized as positive, neutral or negative.
[5] The Interaction Rate (also referred to as “I-Rate”) shows how your page performed based on interactions (reactions, comments & shares) the page’s posts earned relative to its size (fan base).
[6] The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
