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By Herman Nnyanzi


IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR MARCH 2023   

PREPARED BY

BACK TO UNICEF UGANDA DASHBOARD

This report presents an analysis of how and with what impact online publications and social media reported on UNICEF Uganda’s key messages and issues in March 2023.  

It also analyses how UNICEF Uganda messages, press releases, reports and expertise are covered by different online publications.

Most online platforms and websites offer metrics for each article they post. These keep changing with time as more people access the content. We provide the links here below so you can review each article at any one given time. (Statistics last captured as of 02 April 2023 10:00 PM E.A.T)

ONLINE PUBLICATIONS

In analyzing the reach and engagement, we consider particular publication or channel audience figures, number of views, comments and shares.

UNICEF UGANDA WEBSITE POSTING

During the month of March 2023, UNICEF Uganda published seven (07) articles on the website:

ONLINE ARTICLES MENTIONING UNICEF

Below are links, titles and interaction metrics (where possible) to articles where UNICEF is mentioned:

EDUCATION

  1. https://www.monitor.co.ug/uganda/news/education/absa-skills-teenage-mothers–4156398 Absa skills teenage mothers
  2. https://capitalradio.co.ug/news/latest/2023-03-14-unicef-airtel-africa-discuss-access-to-quality-education/ UNICEF, Airtel Africa Discuss Access to Quality Education
  3. https://www.galaxyfm.co.ug/2023/03/07/segun-ogunsanya-restates-airtel-africas-commitment-to-providing-quality-education-to-african-children/ Segun Ogunsanya restates Airtel Africa’s commitment to providing quality education to African children
  4. https://dailyexpress.co.ug/2023/03/03/parliament-tasks-education-ministry-to-issue-circular-on-bullying-in-Schoolss/ Parliament tasks Education ministry to issue circular on bullying in Schools
  5. www.sundayvision.co.ug/how-ugandas-new-teacher-management-system-will-change-Schoolss-and-educational-planning/ How Uganda’s new teacher management system will change Schools and educational planning
  6. https://www.independent.co.ug/dr-ogunsanya-restates-airtel-africas-commitment-to-quality-education-for-african-children/ Dr Ogunsanya restates Airtel Africa’s commitment to quality education for African children
  7. https://www.newvision.co.ug/category/health/schools-to-benefit-from-digital-diagnosis-for-155816 Schools to benefit from digital diagnosis for treatment (670 views)
  8. https://eagle.co.ug/2023/03/22/unicef-airtel-partner-to-improve-access-to-digital-learning-in-underserved-schools-in-uganda.html UNICEF, Airtel partner to improve access to digital learning in underserved schools in Uganda
  9. https://capitalradio.co.ug/news/2023-03-24-airtel-partners-with-unicef-to-improve-access-to-digital-learning/ Airtel partners with UNICEF to Improve Access to Digital learning
  10. https://www.youtube.com/watch?v=uiEKc77uO7A UNICEF, Airtel Uganda join hands to scale up online classes (206 views, 2 likes, 1 comment)
  11. https://ugandaradionetwork.net/a/story/unicef-introduces-urban-rural-tele-teaching UNICEF Unveils Tele-Teaching Technology to Link Urban and Rural Schools
  12. https://www.ntv.co.ug/ug/news/national/unicef-airtel-uganda-join-hands-to-scale-up-online-classes–4166374 UNICEF, Airtel Uganda join hands to scale up online classes (206 views, 2 likes, 1 comment) 
  13. https://www.newvision.co.ug/category/news/unicef-and-airtel-to-improve-access-to-digita-156542 UNICEF and Airtel to improve access to digital learning in rural schools (140 views)
  14. https://chimpreports.com/unicef-partners-join-efforts-to-improve-digital-learning-in-schools/ UNICEF, Partners join efforts to improve digital learning in schools
  15. https://www.telecompaper.com/news/airtel-uganda-and-unicef-to-connect-100-schools-to-web–1457631 Airtel Uganda and Unicef to connect 100 schools to web
  16. https://www.pmldaily.com/news/2023/03/airtel-unicef-sign-partnership-to-accelerate-digital-learning-in-un-deserved-schools-in-uganda.html Airtel, UNICEF sign partnership to accelerate digital learning in un-deserved schools in Uganda  (28 views, 2 like,1 share)
  17. https://www.monitor.co.ug/uganda/news/national/learners-in-rural-schools-reap-from-digital-learning-4166434 Learners in rural schools reap from digital learning
  18. https://techjaja.com/the-voice-africa-to-debut-on-airtel-tv/ The Voice Africa to debut on Airtel TV
  19. https://www.independent.co.ug/unicef-unveils-tele-teaching-technology-to-ugandan-schools/ UNICEF unveils tele-teaching technology to Ugandan schools
  20. https://reliefweb.int/report/uganda/airtel-and-unicef-join-efforts-improve-access-digital-learning-underserved-schools-uganda Airtel and UNICEF join efforts to improve access to digital learning in underserved schools in Uganda
  21. https://www.bukedde.co.ug/amawulire/133102123/batongozza-enkola-eyokusomesezza-ku-mutimbaga Batongozza enkola ey’okusomesezza ku mutimbagano (53 views)
  22. https://newz.ug/how-technology-and-education-can-transform-and-improve-the-lives-of-women-girls/ How Technology and Education can Transform and Improve the Lives of Women, Girls
  23. https://www.newvision.co.ug/category/education/east-dr-congo-conflict-devastating-education-157065 East DR Congo conflict devastating education — UN (65 views)

EARLY CHILDHOOD EDUCATION SYMPOSIUM

  1. https://www.newvision.co.ug/category/news/early-childhood-education-symposium-kicks-off-156970 Early childhood education symposium kicks off in Kampala (207 views)
  2. 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
  3. https://www.ntv.co.ug/ug/news/national/-stakeholders-call-for-more-government-involvement-in-early-childhood-education–4176604 Stakeholders call for more government involvement in early childhood education (111 views)

MALNUTRITION

  1. 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
  2. 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 (124 views)
  3. 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
  4. https://www.newvision.co.ug/category/news/uganda-spends-sh26b-combating-malnutrition-an-155264 Uganda spends sh2.6b combating malnutrition annually (129 views)

IMMUNIZATION

  1. https://www.independent.co.ug/uganda-adds-yellow-fever-vaccine-to-routine-immunization-schedule/ Uganda adds Yellow Fever Vaccine to routine immunization schedule
  2. https://eagle.co.ug/2023/03/16/uganda-introduces-yellow-fever-vaccine-into-routine-immunization-programme.html Uganda introduces yellow fever vaccine into routine immunization programme
  3. https://www.independent.co.ug/push-for-african-vaccine-independence/ Push for African vaccine independence
  4. https://www.gavi.org/vaccineswork/we-need-reach-every-child-how-ugandas-routine-immunisation-program-climbed-back “We need to reach every child”: How Uganda’s routine immunisation program climbed back from COVID-19 (194 Shares)
  5. https://polioeradication.org/news-post/two-years-since-rollout-of-novel-oral-polio-vaccine-type-2-nopv2-hows-it-all-working-out/ Two years since rollout of novel oral polio vaccine type 2 (nOPV2): How’s it all working out?

WASH

  1. https://www.newvision.co.ug/category/health/govt-launches-hand-washing-campaign-in-karamo-155292 Govt launches hand washing campaign in Karamoja (167 views)
  2. https://capitalradio.co.ug/news/2023-03-06-ministry-of-water-in-handwashing-campaign-for-karamoja/ Ministry of Water in Handwashing Campaign for Karamoja
  3. https://reliefweb.int/report/world/un-water-conference-african-heads-state-announce-presidential-compacts-water-and-sanitation At the UN Water Conference, African Heads of State Announce Presidential Compacts on Water and Sanitation 
  4. https://hejnu.ug/190-million-children-at-risk-from-water-related-crises-unicef/ 190 MILLION CHILDREN AT RISK FROM WATER-RELATED CRISES: UNICEF
  5. 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 (411 views, 1 like, 2 comments)
  6. https://www.capitalfm.co.ke/news/2023/03/win-for-women-girls-in-oyugis-as-rotary-club-sinks-borehole-to-end-water-crisis-and-mitigate-climate-change/ Big Win For Women, Girls In Oyugis As Rotary Club Sinks Borehole To End Water Crisis And Mitigate Climate Change
  7. https://www.independent.co.ug/global-water-crisis/ Global water crisis
  8. h https://youtu.be/D-9gmw8sVdo Girl Rising Assembles Young Climate Leaders to Highlight Connections Between Gender Inequity and Water Crises (411 views, 1 like, 2 comments)
  9. https://mazima.ug/health/190-million-children-at-risk-from-water-related-crises-unicef/ 190 Million Children at Risk From Water-Related Crises: UNICEF
  10. https://ugandaradionetwork.net/story/190-million-children-at-risk-from-water-related-crises-unicef- 190 Million Children at Risk From Water-Related Crises: UNICEF
  11. https://www.busiweek.com/190-million-children-at-risk-from-water-related-crises-unicef/ 190 Million Children At Risk From Water-Related Crises: UNICEF

OTHER MENTIONS

  1. https://www.independent.co.ug/plan-to-eliminate-mercury-from-skin-lightening-products/ Plan to eliminate mercury from skin lightening products
  2. https://ug.usembassy.gov/u-s-ambassador-natalie-e-brown-remarks-at-global-refugee-forum-roadmap-launch/ U.S. Ambassador Natalie E. Brown Remarks at Global Refugee Forum Roadmap Launch
  3. https://www.monitor.co.ug/uganda/news/national/govt-unveils-new-guidelines-for-pdm-project-4142978 Govt unveils new guidelines for PDM project
  4. https://dailynurse.com/agnes-nambozo-makes-treacherous-climb/ Ugandan Nurse Agnes Nambozo Makes Treacherous Climb to Patients
  5. https://www.ceo.co.ug/rising-executives-edmond-mwebembezi-joins-unicef-uganda-office-as-communications-officer/ RISING EXECUTIVES: Edmond Mwebembezi joins UNICEF Uganda office as Communications Officer
  6. https://www.monitor.co.ug/uganda/oped/commentary/happy-international-women-s-day–4146594 Happy International Women’s Day
  7. 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.
  8. https://www.newvision.co.ug/category/health/west-nile-acholi-health-facilitie-receive-equ-155315 West Nile, Acholi health facilities receive equipment worth sh296m (1.28k views)
  9. https://softpower.ug/gender-equality-still-300-years-away-un-chief-warns/ Gender equality still ‘300 years away,’ UN chief warns
  10. https://www.monitor.co.ug/uganda/news/world/gender-equality-still-300-years-away-un-chief-warns-4148640 Gender equality still ‘300 years away,’ UN chief warns
  11. https://reliefweb.int/report/world/our-aids-response-must-acknowledge-and-bridge-gendered-digital-inequalities Our AIDS response must acknowledge and bridge gendered digital inequalities
  12. https://www.newvision.co.ug/category/world/women-first-to-suffer-last-to-be-heard-un-sec-155427 Women first to suffer, last to be heard: UN Security Council hears (349 views)
  13. https://observer.ug/news/headlines/77063-world-bank-pledges-to-accelerate-women-equality-and-empowerment World Bank pledges to accelerate women equality and empowerment
  14. https://www.monitor.co.ug/uganda/oped/letters/age-is-no-limit-to-promoting-health-and-social-well-being-4151840 Age is no limit to promoting health and social well-being
  15. https://reliefweb.int/report/ethiopia/greater-horn-africa-djibouti-ethiopia-kenya-somalia-south-sudan-sudan-and-uganda-grade-3-emergency-appeal-march-2023 Greater Horn of Africa (Djibouti, Ethiopia, Kenya, Somalia, South Sudan, Sudan and Uganda), Grade 3 Emergency Appeal (March 2023)
  16. https://www.thechurchnews.com/leaders/2023/3/11/23635501/relief-society-president-camille-johnson-heartwarming-heart-wrenching-visit-uganda-unicef President Johnson’s ‘heartwarming and heart-wrenching’ visit to Uganda with UNICEF
  17. 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
  18. https://www.newvision.co.ug/category/blogs/why-uganda-need-dialogue-on-land-food-securit-156078 Why Uganda need dialogue on land, food security, and agriculture (285 views)
  19. https://www.monitor.co.ug/uganda/magazines/life/tech-creating-opportunities-for-females-4161458 Tech: Creating opportunities for females
  20. https://www.monitor.co.ug/uganda/magazines/healthy-living/why-pregnant-mothers-must-eat-a-balanced-diet-4164606 Why pregnant mothers must eat a balanced diet
  21. https://www.monitor.co.ug/uganda/news/national/hospitals-warned-on-smuggling-of-food-supplements-4166452 Hospitals warned on smuggling of food supplements
  22. https://www.newvision.co.ug/category/news/unicef-and-airtel-to-improve-access-to-digita-156542 UNICEF and Airtel to improve access to digital learning in rural schools (141 views)
  23. https://press.un.org/en/2023/db230322.doc.htm Daily Press Briefing by the Office of the Spokesperson for the Secretary-General
  24. https://reliefweb.int/report/uganda/unicef-uganda-humanitarian-situation-report-no-1-28-february-2023 UNICEF Uganda Humanitarian Situation Report No. 1: 28 February 2023
  25. https://www.afro.who.int/countries/ghana/news/global-partners-commit-improve-maternal-newborn-and-child-health Global partners commit to improve Maternal, Newborn and Child Health
  26. https://www.youtube.com/watch?v=S4kOGawiylE Hailstorm ravages school but spares lives (294 views, 2 likes)
  27. 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’
  28. https://www.newvision.co.ug/category/blogs/walking-the-talk-on-ending-teenage-pregnancy-157027 Walking the talk on ending teenage pregnancy  (83 views)
  29. https://www.newvision.co.ug/category/news/youth-contribution-essential-for-nation-first-157021 Youth contribution essential for nation – First Lady (120 views)
  30. https://ugandaradionetwork.net/story/unicef-sounds-alarm-over-fast-spreading-cholera-outbreaks-in-africa UNICEF Sounds Alarm Over Fast-Spreading Cholera Outbreaks in Africa
  31. https://ugandaradionetwork.net/story/european-union-gives-euro-15m-towards-ugandas-response-to-refugees European Union Gives Euro 15M Towards Uganda’s Response To Refugees
  32. https://www.youtube.com/watch?v=ExMj45MTwus EU to give shs61bn to support Uganda’s refugee response (435 views, 3 like, 1 comment)
  33. https://www.monitor.co.ug/uganda/oped/commentary/walking-the-talk-on-ending-teenage-pregnancy-4176594 Walking the talk on ending teenage pregnancy
  34. https://www.newvision.co.ug/category/news/uganda-to-benefit-from-sh240b-un-water-projec-157114 Uganda to benefit from sh240b UN water projects  (142 views)
  35. 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
  36. https://reliefweb.int/report/uganda/wfp-uganda-country-brief-february-2023 WFP Uganda Country Brief, February 2023
  37. https://reliefweb.int/report/world/virtual-press-conference-covid-19-and-other-global-health-issues-transcript-29-march-2023 Virtual Press conference on COVID-19 and other global health issues transcript – 29 March 2023

SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of March 2023, and where necessary, offer recommendations for better performance.

We monitor performance of UNICEF Uganda social media accounts on Facebook, YouTube, Twitter, Instagram and LinkedIn.

On these platforms, UNICEF Uganda sent out messages mainly on the topics of Women’s Day, World Water Day, Ebola, Karamoja region, UNICEF – Airtel partnership and child nutrition, among others, and tagged them with the hashtags #InvestInUGChildren, #ForEveryChild, #WaterAction, #IWD2023, #WomensDay, #WorldWaterDay, #Adjumani, #Napak #BestStartInLife, and #EbolaOutbreakUG among others.

FACEBOOK – KEY FINDINGS

  1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 2,918,971 impressions[1]; 86,512 were organic while 2,832,459 were on boosted posts. The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of March 2023.

(b) Facebook Reach and Impressions Metrics

Below is a breakdown of the March 2023 reach and impressions metrics

Your Facebook page reach increased by 9% from that recorded during the month of February 2023.

(c)   Page Engagement in terms of Impressions and Post Clicks

ImpressionsPost EngagementsClicksPage visitsEngaged Users
2,918,97142,73622,5143,84531,317

(d) Audience Reach and Engagement demographics People reached

The statistics above show the demographics of people reached by content posted by UNICEF Uganda’s Facebook page. Most of the people reached were males aged 25 – 34 in Uganda. Below are the user engagement demographics.

As shown in the above graphic, majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 18 – 24 years.

(e)   Total reach and post reach

The total reach (The number of people who saw any content from your Page or about your Page, including posts, stories, ads, social information from people who interact with your Page and more.) was 702,255.  Organic reach was 63,190 while paid reach was 639,065.

Total post reach (number of people your posts were served to) was 649,820. Organic post reach was 10,799 while paid post reach was 639,065. Your posts reached the highest number of people on 4th March 2023.

(f)   Top Facebook posts by engagement in March 2023

Links to most engaging Facebook posts:

  1. https://www.facebook.com/150109206447/posts/10159728176836448/
  2. https://www.facebook.com/150109206447/posts/10159727777876448/
  3. https://www.facebook.com/150109206447/posts/10159717042166448/
  4. https://www.facebook.com/150109206447/posts/10159754456971448/
  5. https://www.facebook.com/150109206447/posts/10159758131771448/
  6. https://www.facebook.com/150109206447/posts/10159756229266448/
  7. https://www.facebook.com/150109206447/posts/10159715154156448/
  8. https://www.facebook.com/150109206447/posts/10159727984401448/

(g) Themes

Below are the themes you posted about in the month of March 2023

(h)   Facebook Stories Insights

During the month of March 2023, you posted two (02) Facebook stories.

REACH AND ENGAGEMENT ON TWITTER @UNICEFUganda

(a) Twitter Activity Overview

(b)   Publishing behavior (Number of Profile Tweets)

In March 2023, UNICEF Uganda posted 80 tweets. These were 20 more than those posted during the month of February 2023. The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by 45.3%.

(c)   Twitter Engagement Metrics

(d) Top tweets March 2023

Links to top tweets:

  1. https://twitter.com/UNICEFUganda/status/1632693927500193794
  2. https://twitter.com/UNICEFUganda/status/1631208328037642240
  3. https://twitter.com/UNICEFUganda/status/1635585406229164032
  4. https://twitter.com/UNICEFUganda/status/1633401951563177984
  5. https://twitter.com/UNICEFUganda/status/1637740573166649345

(e)   Twitter video activity March 2023

You published one (01) new video to Twitter in March 2023. Your videos earned 1,895 views with 369 minutes of watch time during this period.

Your Twitter videos were watched to completion 24 times.

(f) Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

LINKEDIN PERFORMANCE

CONCLUDING REMARKS & RECOMMENDATIONS

During the month of March 2023, your Twitter impressions increased by 45.3% and engagement by 190%. Your boosted tweets earned 831,254 impressions and 51,906 engagements. Maintain the practice of frequently posting and utilizing Twitter ads so you can achieve even higher reach and engagement.

In March 2023, you posted one (01) video on Twitter and received more video views, watch time and engagements. With more videos, you will achieve more organic views and engagement.

We encourage you to engage more with your fans and followers by responding to comments and questions to encourage users to interact and engage more with your social media content.

Maintain the practice of engaging in trending social media conversations and challenges, especially those related to Uganda or children’s issues.

Sharing your website story links on your social media platforms and encouraging user engagement using call to action words in your Facebook, Instagram, YouTube and Twitter posts will help you have a high interaction rate.

We also encourage you to utilize:

  • Facebook and Instagram stories to increase reach and engagement on your page.
  • YouTube shorts for short videos and YouTube posts to cross-post your Facebook, Instagram and Twitter content to your YouTube channel to receive higher reach and engagement with your messages. Posts are a good way to quickly share new content if you’re not publishing as many videos as usual.
  • Reels. Short form is becoming the most popular video format. Jump on the trend and try creating a reel for your Page or profile.
  • LinkedIn ads to increase reach and engagement on your LinkedIn page.
  • Endeavour to add a call-to-action to your posts to encourage user engagement.

Best Regards,

……………………………

ENID KEREN NABUMATI knabumati@gmail.com 0789288289

For and on behalf of Ultimate Multimedia Consult (U) Ltd

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