DA beats ANC online
An in-depth analysis of the Internet strategy of the main political parties in South Africa’s 2009 general elections reveals that the Democratic Alliance has a substantial lead in online performance over its rivals. This is according to a new benchmarking survey of South African political by World Wide Worx.
The African National Congress comes in a distant second, narrowly ahead of the Congress of the People. The United Democratic Movement and Independent Democrats, in turn, are well behind COPE, while the Inkatha Freedom Party trails so far behind, its web presence is described as “damaging”.
“The DA site achieves only an average score from a usability point of view, but their content strategy sets them apart,” says Steven Ambrose, manage director of WWW Strategy, which conducts the Webagility analyses on behalf of World Wide Worx. “Benchmarked against global best practise, the DA scores 81% on content strategy, against 64% by the ANC and 60% by COPE.”
In usability, the DA score drops to 69%, while the ANC is consistent at 63% and COPE drops to 57%. Campaign effectiveness sees similar ratings for the DA, at 65%, while the ANC scores only 48%, COPE 45% and the UDM comparing well with these at 43%.
The much vaunted use of social media like blogging, Facebook and YouTube by the political parties is revealed by the analysis to lag behind global best practise. While the DA still leads substantially here, its benchmarked score drops to 69%. The ANC plummets to 47% and COPE 43%.
“The difference lies not so much in what they are doing, but in how they are doing it,” says Ambrose. “The ANC have clearly invested heavily in their online presence, and their YouTube site looks most impressive at first sight. But it is put to very poor use, with uninspiring content, and little opportunity for voter engagement. The DA, on the other hand, has spent less money on the Internet, but scores far higher due to the direct engagement of its own representatives. Their blogs are not only relevant, but interesting, so it comes across as real engagement rather than a public relations exercise.”
The overall Webagility scores of the major parties, benchmarked against global best practice, are:
- DA: 76%
- ANC: 61%
- COPE: 56%
- UDM: 43%
- ID: 32%
- IFP: 23%
“The poor performance of the IFP web site, which our system characterises as ‘potentially damaging’, is a reflection of the reality that the IFP does not expect its target voter audience to be found among Internet users,” says Arthur Goldstuck, MD of World Wide Worx. “It is probably not vote-effective for them to spend too much energy online. The ID’s performance is more a reflection of poor understanding of online strategy, with its leader famous for her attacks on blogs.”
Goldstuck adds that the DA has clearly done its homework on the Obama campaign in the USA, which set the standard globally for embracing the Internet in political campaigning.
Says Goldstuck, “We have nothing like that kind of sophistication in South Africa, but lessons are being learned fast.”
DA winning online race – give your views
Loading ...