In December, the governing New Patriotic Party (NPP) had a social media reach of about 14 million, while the National Democratic Congress (NDC) had a social media reach of about 3.1 million, according to IMANI Africa’s latest assessment of the two leading political parties in Ghana.
According to the poll, NPP had 266000 social media engagements as a result of comments and postings, compared to NDC’s 192000+ interactions.
It still demonstrates that people are talking about the NPP rather than the NDC, it said, adding that outside of social media, on traditional web-based sources such as websites, it was extremely evident that around 90% of information was about the NPP.
“A new metric being introduced for analysis is Advertising Value Equivalent. This shows us that how much the value of the social media reach will be if the content was being paid for, which will also allow us to value the social media presence of both candidates and parties.
“For the month of December, the Advertising Value Equivalent for the NPP is just over $1.14 Million, while that of NDC is a modest $251K plus,” the report also stressed.
Leader Researcher at IMANI Africa, Selorm Branttie said “So, for those interested, there was a disparately huge difference in the total media engagement on social media between NPP and NDC.”
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