Challenge

Measure the effectiveness of online campaigns aimed at reducing the appeal of extremist narratives in Nigeria and provide actionable recommendations to feed into a live communications strategy.

Methodology

We developed a mixed-methods methodology using social media analytics and bespoke social media monitoring and listening software. Our iterative approach allowed for rapid and effective reactions to changes in the online space. Following a re-articulation of the theory of change, the evaluation focus shifted and the methodology was adapted to include new social listening tools.

We sought to capture and monitor online media data demonstrating the effectiveness of online campaigns aimed at challenging extremist ideas in Nigeria.

What We Did

We captured and monitored online media data demonstrating the effectiveness of online campaigns aimed at challenging extremist ideas in Nigeria. We produced monthly analytic dashboards and provided the client with actionable recommendations.

Key Findings

• Visual personalized content is most effective on Facebook and Instagram, whilst on Twitter, news related content performed best.

• Results showed a positive trend in calls for action and unity related to the North East in 2018.

• Nigerians across the country care about the North East but without offline surveying it is difficult to attribute this to the online campaigns.

• Interest in the North East closely follows news events, whether positive or negative.