Digital footprint: Government publications generate little interaction on social networks

The government’s digital footprint*, a quantitative measure of presence on social networks, in the first quarter of 2022 is estimated at 190,000 publications. These touched closely 1.4 billion peopleaccording to the latest barometer published by the Observatory for Digital Public Opinion.

The head of government comes first in the government’s digital footprint. It co-dominates the government’s digital footprint 334 million people affected. This means that, on average, every Moroccan with internet access has read more than 13 publications quoting the Prime Minister. However, that performance is down 26% from the last quarter of 2021.

In second place is the Ministry of Health. It is driven by publications related to Covid-19 with 251 million publications, although we see a 29% drop. It is followed by the Ministry of National Education with 115 million publications, the Ministry of Foreign Affairs (106 million) and the Ministry of Equipment and Water (97.2 million). The latter recorded a remarkable 141% increase.

The ministries of the interior, youth, industry and justice meanwhile identify between 50 and 100 million people affected. The other ministries are below the 50 million affected and are mostly below the previous quarter.

In the vast majority of cases this is the case Social networks – especially Facebook – that produce the most affected people. The online press is strengthening its ability to influence public opinion, including through its social accounts.

The government’s 190,000 publications have received little attention

In addition to the number of people affected, the Observatory highlights an indicator: engagement. It measures the participation of Internet users in public communication. It is the sum of the interactions that a publication generates, namely likes, comments and shares.

The engagement rate, which is the proportion of interactions relative to the number of people involved, is relatively low but within the norm of what has been observed for public communications in Morocco since 2019, the observatory notes. that Ministry of Economy and Finance leads this ranking with a commitment rate of 0.43%, while the Department of Agriculture brings up the rear with 0.07%.

On the other hand, the Facebook activity of the various ministries was also noted. The Ministry of Habous occupies the top spot with 689 publications published between January 1st and March 31st, 2022, followed far behind by the Ministry of Equipment and Water with 258 publications.

The Observatory notes that the latter seems to have an information strategy, described as “serving citizens”, providing information on weather forecasts, road closures for maintenance and important warnings, in addition to its other activities. For its part, the Ministry of Health still focuses almost half of its publications on Facebook on figures related to the Covid situation in Morocco.

The last indicator highlighted by the observatory is the average number of interactions per 1,000 fans per release. It allows to compare the community engagement of each ministry and hence the relevance of the content posted.

The top 3 in this indicator are the Ministries of Foreign Affairs, Industry and Trade, Equipment and Water. Together they represent nearly 60% of all interactions across the top ten departments.

* Digital footprint is a quantitative measure of a company’s presence on all social media, blogs, forums, digital media and websites. This measure is expressed as the number of people reached by the publications concerning them. The number affected corresponds to the number of times a Moroccan stops at one of the publications in which the personality or ministry in question is quoted.

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