26 / 116
24
fokus hoofsaaklik op inligtingoordrag, betrokkenheid, gemeenskapsbou,
handelsmerkbewustheid en reputasiebestuur, opvoeding, en om ’n ver-
reikende aanlynteenwoordigheid op te bou deur die deel van inhoud tus-
sen ons teikengehoor en hulle netwerke te vereenvoudig.
PRINT AND BROADCAST MEDIA
For the period under review, Grain SA’s overall media coverage in-
creased by 2%. The total combined media coverage for the reporting
period increased to 2 826 from the previous year’s 2 784.
Individual results for print, broadcast and online media’s AVE had a
combined total monetary AVE value of R94 859 223 million, with a
14% decrease in print, 15% increase in broadcast and 14% decrease
in online media. Grain SA’s AVE has decreased insignificantly over
the past reporting period as illustrated in
Graph 7
.
SOCIAL MEDIA
Grain SA continued to strengthen its online platforms and utilised social
media communication channels fully. The digital media strategy was
assessed continuously as the year progressed, focussing on information
transfer, engagement, community building, brand awareness and
reputation management, education and to build a far-reaching online
presence by simplifying content sharing between our target audience
and their networks.
It aims to drive higher awareness of Grain SA and its member services.
Grain SA is now active on four key platforms (Facebook, Twitter,
Instagram and YouTube) with over 41 000 fans and followers across all
platforms – a 14% increase for the period under review.
FIGURE 3 – Grain SA word cloud 2018/2019.
FIGUUR 3 – Graan SA-woordwolk 2018/2019.
25 000 000
20 000 000
15 000 000
10 000 000
5 000 000
0
R2 845 490
R21 010 096
R7 266 731
R22 770 919
R264 808
R662 510
900
800
700
600
500
400
300
200
100
0
R
Jaco
Minnaar
Jannie
de Villiers
Dr Dirk
Strydom
NAMPO
Derek
Mathews
Dr Marinda
Visser
Mentions
Meldings
AVE
6
787
263
578
115
10
GRAPH 6 – Grain SA media coverage.
GRAFIEK 6 – Graan SA-mediadekking.
Druk
31%
34%
Online
Aanlyn
35%
Broadcast
Uitsaai
31%
35%
34%
R
120 000 000
100 000 000
80 000 000
60 000 000
40 000 000
20 000 000
0
GRAPH 7 – Grain SA AVE monetary value.
GRAFIEK 7 – Graan SA se AVE-geldwaarde.
2015/2016
2016/2017
2017/2018
2018/2019
GRAPH 5 – Grain SA media coverage mentions by executive officers.
GRAFIEK 5 – Melding van Graan SA in die media deur uitvoerende beamptes.