The voice behind the EITI's online channels tells you about the followers of the EITI and what they want to know.
Hundreds of thousands of people follow the EITI through our different communications channels. Who are these followers? What are they interested in? Are we getting our messages out? Are we getting them right? Are we missing any of our main audiences? These are some of the questions we sought to answer a year ago, when we set up a system for monitoring the International Secretariat’s communications efforts (and results). A special thanks goes to my colleague Shemshat Kasimova who has carefully collected all of this data, it’s a big job I’ll tell you!
In the year that has passed 296 221 people visited www.eiti.org and together they surfed almost 1 million pages. In fact, our website has visitors from every single country in the world. The top 5 countries with the most visitors are the US, the UK, Norway, Australia and France. What did they want to know? Did they read our news stories, or blog posts? Did they download data? Yes, they actually did all of the above. But, none of those activities are the most popular ones.
Unsurprisingly, our most visited page is www.eiti.org/countries. We encourage visitors to look at the country pages. It’s here you will find the reasons why we do what we do. But after that, which one? No, it’s not the reports’ section. Neither is it our newsfeed or glossy publications. It is www.eiti.org/eiti.
What’s on this page? This page is titled “What is the EITI?”. This means a big part of our visitors just want to know what this “EITI” is. Let me put it into perspective: last month our most popular news item was “Billions at stake as Nigeria seeks more accountability”. It was visited 500 times. In comparison, “What is the EITI” was visited 10 000 times. That’s 20 to 1.
But, the website is just one channel through which we communicate with the world. We have several others, including our monthly newsletter which now goes out to 6 000 people. On average about 200 people subscribe to our email list every month. That’s a whole lot of people who want to stay updated about the EITI world. And who reads our newsletter? The top five countries are the US, the UK, Australia, Germany and New Zealand.
On Twitter the EITI has 3 254 followers. In the last year I have sent (with some help from my friends) 726 tweets. That’s on average 2 tweets a day. Unfortunately Twitter doesn’t let us track the geographical location of our followers, but I can tell you that the top 5 countries on Twitter are: the US, the UK, Australia, Canada and Brazil.
So what about Facebook? Well, here we have 2 669 followers. In the last year we have reached over 33 500 people through this channel. Our followers here come from the following top 5 countries: the US, Nigeria, Egypt, Tunisia and India.
Lastly, let us not forget that many, many interested stakeholders around the whole world who are following the EITI through their country’s own EITI website and communication channels. Linking citizens with the key information about their national EITI processes is a role that we in the International Secretariat want to help national EITI secretariats to continue to fulfil and improve.
Helene Johansen has worked as the Communications Officer for the EITI Secretariat since May 2012.