By Ncaba Ntshakala
Huge progress!
The Government of Eswatini has reported a significant surge in social media engagement during the first quarter of FY 2024/25, driven largely by an expanding international audience.
According to the First Quarter Performance Report released by the Prime Minister’s Office (PMO), the government’s social media platforms have seen substantial growth, with followership across key accounts increasing by double-digit percentages compared to the same period in 2023.
EmaSwati and the international community continue to rely heavily on government social media to access official information. The report highlights that the government’s Facebook account experienced a notable 22.7% increase in followers, growing from 54,700 in Q1 2023 to 70,850 in the current quarter.
The social media platform X (formerly Twitter) also saw an 11% rise in followers, climbing from 44,900 to 50,500 within the same timeframe.
Additionally, Instagram followership saw the most significant growth, with a 35% increase from 10,880 to 17,700 followers.
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The LinkedIn page, which was launched in the last quarter of 2023, has quickly gained traction, amassing 6,630 followers by the end of the quarter under review.
This platform has introduced a new feature that profiles public servants, which has been well-received by followers and is shared across other social media platforms.
In addition to these achievements, the report notes that three new ministerial social media pages were established on Facebook during the first quarter of 2024.
The Ministry of Health, the Ministry of Housing and Urban Development, and the Ministry of Public Works and Transport are now part of the 16 out of 19 government ministries actively engaging with the public on social media.
The Prime Minister’s social media presence has also seen a steady rise since its launch in the last quarter of 2023.
The Prime Minister’s Facebook account was reported has attracted 23,600 followers, while Instagram and X have garnered 4,230 and 2,780 followers, respectively.
The official verification of these pages during the quarter has bolstered their credibility and reach.
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Moreover, beyond social media, the government’s official website (www.gov.sz) continued to serve as a critical resource for both local and international visitors.
The site recorded 165,513 visitors between April and June 2023, with an average of over 55,000 visitors per month.
The country’s Constitution emerged as the most downloaded document, followed by the Auditor General’s report and the Forensic Audit report on medicinal drug shortages.
The top countries visiting the government website during this period included South Africa, Germany, Canada, India, New Zealand, Bulgaria, and Italy.
This international engagement reflects the growing global interest in Eswatini’s governance and public affairs.
The Prime Minister’s Office (PMO) has emphasized that the government’s active social media presence has been instrumental in dispelling false information, promoting government activities, and gathering public feedback.
It has added that as Eswatini continues to enhance its digital communication strategy, the ongoing growth in social media followership and website engagement expresses the effectiveness of these efforts in reaching both domestic and international audiences.