I analysed 1177 Facebook posts of Mauritius Political Parties
What do the big political parties have in common? How do they use Facebook to engage with their audience?
By Jason Bholanauth
The political environment in Mauritius has been in turmoil over the past months with the national election looming ahead. As a marketer, seeing all the stir from the different political parties online is quite exciting.
Primarily because it sends out information for our own personal judgement as to whom to vote for. Secondarily, the efforts put by the parties to create and distribute is worth the analysis.
So, I analysed 6 months of Facebook content of 9 political parties. This amounts to 1177 posts published from January to May 2019.
Before going to the details, here’s one main disclaimer:
Neutrality was key to this analysis. I have my political preferences based on actions, forward-thinking, societal care and ethics. In no way, this post supports a/several political parties.
With this said, let’s dig dive in the Facebook posts analysis.
Who published the most posts?
The MSM published a total of 497 posts since the beginning of the year. While the posts are mainly about the achievement of the government in place, I also noticed a big effort on the personal branding of the Prime Minister.
It was also very interesting to see Rezistans ek Alternativ doing very well on social media. In fact, with 255 posts since the beginning of the year, the platform is among the top performers on social media.
What kind of content were the political parties publishing?
From January to May 2019, almost all the political parties posted content in video format. These consequently drove more engagement from the respective audience. Facebook live and the recent trends in video consumption helped these political formations to communicate in a better way.
While pictures are also very much used, links also contributed to driving the content efforts. Rezistans ek Alternativ and the MSM were the main formations sharing external link content.
Press content was widely used by the above-mentioned parties together with YouTube links. Among the top press outlets content shared are Inside News and Defi Media. However, L’Express content is not shared by the traditional political parties.
Sadly, the different political parties are not focusing on using their respective website as a platform to publish content. Instead, they are focusing on third-party sources which are often pro-government or pro-opposition.
Engagement rate by the parties
Engagement on the different social media channels was more or less high with Rezistans ek Alternativ leading the analysed parties (44616 engagements), followed by the PTR (32771 engagements) and the MSM (20410).
Labour Day as a pivotal point
Labour day is a crucial turning point for political parties in Mauritius as it gives the sentiment of the population towards the elections. This year, most of the political parties were massively present on social media prior to the D-Day.
The MSM published 15 Facebook posts which were mainly videos and was closely followed by Rezistans ek Alternativ with 11 Facebook posts. It is to be noted that PTR had most of its Labour Day content on the Former Prime Minister’s official page.
What about the engagement?
The PTR seems to have a higher engagement rate compared to the other traditional parties even though the party had only 7 posts on the day. Rezistans ek Alternativ once again drove an interesting engagement count; thus putting the platform in the second position.
The methodology of this analysis
The data collected are considered as public data and are for the period of January to May 2019. These data were collected using a Google Spreadsheet add-on (Supermetrics). Further analysis was done using tabulation and trend analysis.
- Period of data: January 2019 to May 2019
- Number of political parties: 9
- Number of posts analysed: 1177
- Analysis date: 26 May 20