PREPARED BY
Executive Summary
We recorded 1,497 articles published on children-related issues in Uganda by online publications in March 2023, marking an increase of 250 articlesfrom those published in the month of February 2023.
Of the 1,497 articles published in March 2023, 692 were published under keeping children learning[1]; 497 under keeping children safe[2] and 308 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 1,497 articles published online during the month of March 2023 on children-related issues, 86 articles mentioned UNICEF. Marking an increase of 43 from those registered in February 2023.
Among UNICEF comparators, the Ministry of Education & Sports (MoES) was the most mentioned with 191 followed by the Ministry of Health (MoH) in 79 articles, World Health Organization (WHO) in 49 articles, Ministry of Gender, Labour and Social Development (MGLSD), United Nations Population Fund (UNFPA) 11, and USAID in 10 articles, 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 31st March 2023. It also shows the performance of UNICEF Uganda website.
- ONLINE PUBLICATIONS
A total of 1,497 articles on children-related issues were published by online publications in March 2023, marking an increase of 250 articles from those recorded for the month of February 2023.
The graph below shows the number of child-related articles published by websites in March 2023
With 286 articles, Daily Monitor website published the most articles on children-related issues, followed by The New Vision and NTV Uganda with 154 and 153 articles respectively.
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 March 2023 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping children learning were the most reported totaling to 692, Keeping children safe followed with 497 articles, while Keeping children alive were the least at 308. The distribution of articles per category is illustrated below:
SENTIMENT OF THE ARTICLES PUBLISHED
The majority (646) of the children-related articles published online in March 2023 had a positive sentiment[1].
Out of the 582 children-related articles recorded having negative sentiment in the month of March 2023, nineteen (19) mentioned UNICEF. Below are articles with negative sentiments that mentioned UNICEF:
- https://ugandaradionetwork.net/story/190-million-children-at-risk-from-water-related-crises-unicef- 190 million Children at Risk From Water-Related Crises: UNICEF
- https://www.busiweek.com/190-million-children-at-risk-from-water-related-crises-unicef/ 190 Million Children At Risk From Water-Related Crises: UNICEF
- https://mazima.ug/health/190-million-children-at-risk-from-water-related-crises-unicef/ 190 Million Children at Risk From Water-Related Crises: UNICEF
- https://www.monitor.co.ug/uganda/news/national/hospitals-warned-on-smuggling-of-food-supplements-4166452 Hospitals warned on smuggling of food supplements
- https://www.youtube.com/watch?v=S4kOGawiylE Hailstorm ravages school but spares lives
- https://hejnu.ug/190-million-children-at-risk-from-water-related-crises-unicef/ 190 MILLION CHILDREN AT RISK FROM WATER-RELATED CRISES: UNICEF
- https://www.ntv.co.ug/ug/news/national/a-dry-spell-leaves-katakwi-residents-their-animals-thirsty-4171930 A dry spell leaves Katakwi residents, their animals thirsty
- https://mg.co.za/opinion/2023-03-27-gender-equality-in-africa-is-really-300-years-away/ Gender equality in Africa is really ‘300 years away’
- https://www.independent.co.ug/global-water-crisis/ Global water crisis
- https://www.kfm.co.ug/health/malnutrition-in-mothers-soars-by-25-in-crisis-hit-countries-unicef.html Malnutrition in mothers soars by 25 % in crisis-hit countries – UNICEF
- https://capitalradio.co.ug/news/2023-03-09-women-and-newborn-babies-at-risk-due-to-high-malnutrition/ Acute Malnutrition Increases among Women and Children
- https://sunrise.ug/news/202303/the-hidden-pandemic-of-malnutrition-among-pregnant-women-and-children-in-uganda.html The hidden pandemic of malnutrition among pregnant women and children in Uganda
- https://www.independent.co.ug/unicef-reports-rise-in-cholera-deaths-in-11-african-countries/ UNICEF reports rise in cholera deaths in 11 African countries
- https://www.devdiscourse.com/article/law-order/2369270-women-are-neglected-in-peace-building-that-needs-to-stop Women are neglected in peace building. That needs to stop
- https://www.monitor.co.ug/uganda/news/national/over-20-000-illegal-kindergartens-face-closure-govt-says-4176844 Over 20,000 illegal kindergartens face closure, govt says
- https://ugandaradionetwork.net/story/unicef-sounds-alarm-over-fast-spreading-cholera-outbreaks-in-africa UNICEF Sounds Alarm Over Fast-Spreading Cholera Outbreaks in Africa
- https://www.newvision.co.ug/category/education/east-dr-congo-conflict-devastating-education-157065 East DR Congo conflict devastating education — UN
- https://www.monitor.co.ug/uganda/news/national/over-20-000-illegal-kindergartens-face-closure-govt-says-4176844 Over 20,000 illegal kindergartens face closure, govt says
- https://www.aa.com.tr/en/africa/conflict-forces-more-than-2-000-schools-to-close-in-eastern-dr-congo-un/2859009 Conflict forces more than 2,000 schools to close in eastern DR Congo: UN
- 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 1,497 children-related articles we recorded that were published online in March 2023, 86 articles mentioned UNICEF marking an increase of 43 from those registered in February 2023.
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in March 2023.
Other comparators mentioned include;
- The United Nations (UN) had nine (09) mentions.
- United Nations High Commissioner for Refugees (UNHCR) had eight (08)
- World Food Program (WFP) had four (04) mentions each.
- BRAC Uganda, Food Agriculture Organisation (FAO) and Care International had three (03) mentions each
- UN Women, Uganda Women’s Effort to Save Orphans (UWESO) had two (02) mentions each.
- European Union, 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 March 2023.
| Total Followers | Followers Increase | Tweets Sent | Impressions | Impressions Per Follower |
| 65,900 | 868 | 80 | 939,333 | 14 |
| Engagements | Engagement per Follower | Retweets without comments | Likes | Link Clicks |
| 65,531 | 1 | 1,038 | 25,160 | 61 |
a. March 2023 Twitter summary
b. Top March 2023 Tweet Activity
- UNICEF UGANDA FACEBOOK PAGE
a. Facebook Page Fan Increase Statistics
By the end of March 2023, UNICEF Uganda Facebook page had 163,949 likes marking an increase of 214 from those recorded at the end of February 2023.
- Likes per day throughout the month
The page got its highest (23) number of likes on 11th March 2023, and lost the most (06) page fans on 28th March 2023.
c. Demographics of Facebook Page fans
d. Location of Facebook Page fans (Top 10 countries, cities, languages)
e. 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.
f. 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.
g. Publishing behavior
The chart below shows the frequency of Facebook posting in March 2023. UNICEF Uganda made 19 posts. These were seven (07) less than those you posted in February 2023. Majority (15) of the posts were photos.
h. Performance of Facebook video posts
UNICEF Uganda Facebook page March 2023 video views increased by 14,783 viewsfrom those that you had in February 2023.
From the graphics above, UNICEF Uganda had 1,222 1-minute videos and 154 video repeats, which indicates a higher interest in your video content compared to that registered in February 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. Continue targeted boosting for improved performance.
i. Top five videos (Facebook)
NOTE: Refer to Footnote[1] for video metric term definitions.
[1] Minutes viewed: The total number of minutes your video was played or replayed within this post. This metric counts how many minutes of a video were played, instead of the amount of time that passed while the video was playing.
1-Minute video views: The number of times your videos played for at least 1 minute, or for nearly their total length if they’re shorter than 1 minute. During a single instance of a video playing, Meta excludes any time spent replaying the video.
3-second video views: The number of times your videos were played for at least 3 seconds, or for nearly their total length if they’re shorter than 3 seconds, within the selected time range. During a single instance of a video playing, Meta excludes any time spent replaying the video.
Reactions, comments and shares: The number of people who reacted to, commented on or shared one of your videos.
j. Key Metrics Table |All UNICEF Pages (Regional – East Africa)
From the table above, UNICEF Uganda has the third-largest fan base and second-highest interaction rate[1] 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.
k. Regional Analysis
The chart below shows the Facebook fans for the East African UNICEF accounts
[1] 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).
Media House Social Media Fan Base Graph
Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #InvestInUGChildren
b) #BestStartInLife
YOUTUBE
Between 1st and 31st March 2023, UNICEF Uganda published 12 new videos on YouTube.
- https://www.youtube.com/watch?v=W8C7_qdYNPI The water system project; a game-changer for Madudu. (1,949 views)
- https://www.youtube.com/watch?v=0Iy4Gz-2wNE Spare the girl child and think about their future. | UNICEF Uganda (5,664 views, 2 likes)
- https://www.youtube.com/watch?v=nFsONBRfLDs Breastfeeding support in workplaces. | UNICEF Uganda (5,383 views)
- https://www.youtube.com/watch?v=bnVhUrZ7HHc A supportive environment for breastfeeding, in a workplace. |UNICEF Uganda (922 views, 1 like)
- https://www.youtube.com/watch?v=bQ5AvEiCug4 Supporting working mothers to breastfeed: A Shared Responsibility. | UNICEF Uganda (613 views, 3 likes, 1 comment)
- https://www.youtube.com/watch?v=nHvINbwLlZU “I was taught to dream. I dreamt and decided to pursue my goals!” | UNICEF Uganda (9,633 views, 4 likes)
- https://www.youtube.com/watch?v=F9UE4bqmYhM Girls teaming up to take the lead. | UNICEF Uganda (19,290 views)
- https://www.youtube.com/watch?v=lgvwRm6Eolw Leading on the development of resilient education systems. | UNICEF Uganda (7,993 views)
- https://www.youtube.com/watch?v=gORPsLRPr8g Reuniting children and families in Ebola-affected areas. | UNICEF Uganda (6,509 views, 2 likes)
- https://www.youtube.com/watch?v=4zucHiudSuo Awidi, the guardian of the girl child in Abim. | UNICEF Uganda (20,441 views, 1 like)
- https://www.youtube.com/watch?v=cG3iJWLeUoQ Community sensitization on Ebola Virus Disease (EVD). | UNICEF Uganda (5,970 views, 1 like)
- https://www.youtube.com/watch?v=gHb5m8hBpng Chalkboard over child marriage. | UNICEF Uganda (14,350 views)
Key metrics table
Watch time (hours)
NOTE: In the month of March 2023, you uploaded 12 videos. Your hard work paid off! Publishing more videos coupled with boosting contributed to your channel getting more views than usual.
Top videos by views
Links:
1. https://www.youtube.com/watch?v=4zucHiudSuo
2. https://www.youtube.com/watch?v=F9UE4bqmYhM
3. https://www.youtube.com/watch?v=gHb5m8hBpng
4. https://www.youtube.com/watch?v=nHvINbwLlZU
Most engaging YouTube videos
Links:
https://www.youtube.com/watch?v=nHvINbwLlZU
https://www.youtube.com/watch?v=bQ5AvEiCug4
https://www.youtube.com/watch?v=0Iy4Gz-2wNE
https://www.youtube.com/watch?v=gORPsLRPr8g
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 seven (07) fresh articles on your website in March 2023. This indicates an increase of one (01) articles from those published in February 2023.
Standard Key Performance Indicators (KPIs)
4.1. Site search Performance and Statistics
Site Pages and Pageviews
The UNICEF Uganda website had a total of 32,574 Page Views during the month of March 2023. These increased by 6,363 from those recorded during the month of February 2023. Below are the 10 most visited UNICEF Uganda web pages in March 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 (879) on 23rd March 2023 as the graphic below shows.
Website usage by age and gender
Website Engagement by New vs. Returning visitors
Acquisition
Audience summary
The March 2023 website audience statistics indicate an improvement in most of the audience metrics from those recorded during the month of February 2023.
● With 17,068 new users, there was an increase of 3,375 website users from those recorded in February 2023.
● The Pageviews increased by 6,363 to make 32,574 in March 2023.
● The website’s bounce rate[1] is 59.54% which is a slight improvement from the 59.92% registered at the end of February 2023.
● The number of sessions increased from 18,177 registered in February 2023 to 18,427 in March 2023.
The website’s returning visitors were 17% (3,490). These increased by 730 from those recorded in February 2023. New visitors were 17,063
[1] The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
- CONCLUDING NOTES
UNICEF Uganda’s website posting increased by 16%, 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 March 2023, you utilized three media types – photos/graphics, videos and links in your Facebook posts. 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 190% higher than that received in February 2023. This performance is attributed to more consistent posting and boosting.
UNICEF Uganda published 12 new videos on YouTube in March 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
