E-Marketing: 3 Mistakes Museveni’s Facebook Team is Making Right Now

President Museveni has appointed 80 year old Hon Kirunda Kivejinja as the third Deputy Prime Minister and Minister of East African Affairs.

Kiveinjinja who has been the Senior Presidential Advisor for Internal Affairs to President Museveni, stuff has also served previously as the Minister for Relief and Social Rehabilitation and Internal Affairs.

MP Rose Akol in the new Reshuffle was appointed Internal Affairs minister while Michael Werikhe is the new minister of state for industry.

Rose Akol who is also the Bukedea Woman Member of Parliment, replaces the deceased former UPDF Commander General Aronda Nyakairima who passed away on a trip from Korea in September.

Michael Werikhe replaces David Wakikona. Third deputy and internal affairs posts have been vacant.
In the race for 2016, prostate President Museveni by far has the most resourced and organized PR (public relations) and marketing both offline and online, viagra but when it comes to social media engagement the big man takes a back seat.

The problem with digital marketing is that it is so dynamic and changes so often. Studies carried out in one market and or social media platform might sometimes not help when you change the platform or location of the audience.

Twitter for example, viagra buy which is dominated by educated people that tend to drive media debates has way less users compared to Facebook which is used by every Tom, Dick and Harriet and an even smaller rate of engagement than the latter.

Being what they are well known for, ‘tweeps’ might spend all their time trying to reason out things out and not spare a few minutes to decide or go cast a vote, leaving Facebook as a safer bet for an online campaign.

Among the three main contenders in the 2016 current race for the Uganda’s presidency, the incumbent by far has the most consistent Facebook pages with several updates on similar subjects coming in several times every few hours.

However, when it comes to engagement with followers, the veteran president’s pages trail both Mbabazi’s and Besigye’s who have pretty less facilitated and resourced digital teams.

So what is wrong?

It’s all about time. What managers of Mr. Museveni’s pages are doing is well, good except that they are out of touch with their ‘likes’ (or their ‘likes’ are out of touch with them). The meager number of likes, comments and shares on posts put up on these pages which include National Resistance Movement – NRM are a clear indication that something is not right about the relationship between the parties more so the administrator. Below are three.

Not establishing a connection first

It goes back to the background. Using an algorithm called EdgeRank, Facebook is able to determine which articles or posts a user may want to see on their timeline. This is determined by the posts a user normally clicks on and the pages they visit or interact with often.

The result of EdgeRank is a default Facebook newsfeed setting called ‘TopNews’The National Resistance Movement – NRM official Facebook page with 32,385 followers gets an average of 100 organic likes and 30 comments and 7 shares. Some posts even have 10 likes and six comments. So where are the other 32,000 ‘likes’ looking?

According to Social Bakers, social media analytics and publishing company that provides social media management services and deep data analytics for of brands that market on Facebook, Twitter and other social media platforms 95% of Facebook users view their newsfeed in the default ‘top news’.  This means even if you post and your followers are online, only those that have interacted with you recently will be able to see your posts unless you pay Facebook to advertise the post for you. Again, even with advertising inclusive, latest findings have it that only 24% of all content that appears on a user’s newsfeed is from pages, the rest being from friends.

To get things done right, managers of Mr. Museveni’s and other online pages should first focus on building a relationship between themselves and their likes and not assume that once a person has ‘liked’ a page they will be automatically interested in, let alone be able to see whatever they post.

On Facebook in particular people don’t just like good stuff they like what ‘good people’ have brought forth. Unless they really like you, they won’t care enough to make you happy by engaging with you in a positive way.

They Advertise all the time

To say that you over-advertise on social media does not necessarily mean that you are throwing sponsored posts all over the place, it actually means you talk nice stuff about yourself all the time without caring to know whether someone is interested in it or not.

It is campaign time and we all understand that you need to ask for a vote but unless you are our friend, telling us about your achievements since 1986 and future plans looks only and only like advertising: it is not appealing to our hearts, it is trickery.

It is like a stranger who comes cruising in a Toyota Mark X, finds a girl at the road side and goes straight away to tell her “hi, this is my car I have two more back home, an X6 and S class Mercedes!” Whereas this kind of detail is vital for people who want to know each other, starting with it is simply advertising, more like spiting on someone.

If you want interaction, stop talking at your followers, talk with them; introduce yourself, engage in simpler discussions and connect before starting to give content, to advertise yourself.

Joke; why do many rich young people have relationship problems? I didn’t mean to ask this because you might not be one anyway.

Repeating the advert and advert

What is worse about the above is their consistency. It is high time you pause, check your opponents and ask yourself why you don’t I have as much likes, comments and shares.

Before you ignore this, beware that more than 10.8 million out of the 15 million voters Uganda currently has, use the internet.

By Stephen Obeli Someday

Twitter @StephenObeli

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