‘World Teachers’ Day’ Gains Positive Traction Despite Lack of Support, Funding
Along with the recent opening of classes and the start of the World Teachers’ Day celebration, the education sector has faced several controversies and interrogations in light of the recent budget hearing proposing a historic P150 million in confidential and intelligence funds in addition to its P758.69 million departmental funding for 2024. According to Department of Education (DepEd) secretary and current Vice President of the Philippines Sara Duterte, the requesting party will need the fund in order to “mold children (to) defend the country.” Despite this, a recently concluded Capstone-Intel study revealed that the “World Teachers’ Day” celebration garnered a significant 68.6 percent of positive reactions online. Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Methodology Capstone-Intel conducted backtracking of data using its advanced social analytic tools from August 1 to September 8, 2023, in order to assess the engagement of the World Teachers’ Day celebration amid the strings of controversies it is currently facing. Using all publicly available data from Facebook across the country, the agency was able to evaluate how social media users perceived the celebration. The scan was performed from August 1, 2023, to September 8, 2023, and found 9,721 posts for Teacher, Guro, and Professor on publically available pages. These posts had a total of 196,347 comments, were shared 352,640 times, and had a reaction count of 2,013,453 as well as an engagement score of 573,620.00. Reaction distribution Using the keywords “teacher,” “guro,” and “professor,” Capstone-Intel Corporation found out that The distribution of Facebook reactions for the latter keywords gained the majority of positive traction on the netizens, with 68.6 percent of reactions comprising like or love. It has also accumulated reactions of wow, angry, sad, and haha, with 1.5 percent, 4.4 percent, 3.9 percent, and 21.5 percent respectively. Top posts for ‘teacher’ Aside from measuring the number of reactions, Capstone-Intel also dived deeper into top posts referring to the celebration. The compilation of posts relating to “teacher” is topped off by a touching message of appreciation and acknowledgment for teachers on the occasion of Teacher’s Day that was published in the Philippine Star. It highlights the crucial role that teachers play in the lives of their pupils and conveys gratitude for the effort and dedication that teachers put in. The post has received a significant amount of participation, with more than 22,000 likes and comments, with an engagement score of 18,333.2, which is reflective of the enormous gratitude that is shown toward educators in the Philippines. Top posts for ‘Guro’ At the same time, the top article in this keyword is from TV Patrol and it is a report on a regulation from the Department of Education (DepEd) that states that wall decorations are no longer permitted in classrooms beginning with the start of the new school year. The news has prompted discussion and appeals from some parents and instructors. This tremendous interest and worry surrounding this policy change in the education sector is reflected in the post’s high level of participation, which includes more than 47,000 reactions and comments and an engagement score of 35,430.3. Top posts for ‘Professor’ The amusing social media post by Harry Roque, in which he mockingly adopts the position of a “professor” and playfully teaches a lesson on moving on from unrequited love, is the one that has performed the best out of all of the ones included in this collection. The combination of comedy and accessibility in Roque’s message has struck a chord with his readers, as evidenced by the nearly 3,000 likes and comments it has received. The remaining posts, on the other hand, focus mostly on Jak Roberto’s relationship as well as his unique“anti-selos” (anti-jealousy) class – a crash course that made rounds in social media. These posts, which have been published by a variety of media sites and platforms, bring attention to Jak’s reliance on his girlfriend, Barbie Forteza, and his function as a professor who offers guidance on topics pertaining to romantic relationships. These themes appear to have a powerful effect on the audience, as they have generated a significant amount of involvement, with over 10,000 reactions and a 4,099.9 engagement score.
Study Shows ‘Love the Philippines’ Slogan Receives ‘Moderate’ Internet Presence Amid Fiasco
Amid controversies surrounding the “Love the Philippines” campaign slogan, recent data gathered by Capstone-Intel shows that the latter slogan received a “moderate” internet presence despite drawing broad criticism from various users from June 30 to July 31, 2023. Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Data from publicly available information were analyzed in order to scrutinize the internet presence of the “Love the Philippines” campaign during the height of the fiasco, resulting in public denunciation both on the national and international scene. Number of searches According to recently released data examined by Capstone-Intel’s advanced analytic tools, there were 1,950 queries made using the key phrase “Love the Philippines” on the search engines Google, Bing, and Yahoo. Following a search by users for the exact phrase or subject, the campaign obtained a total of 17,247 visitors from organic search results. This means that there is now a moderate “Love the Philippines” internet presence, but in order to expand the presence of the campaign, the national government, through the Department of Tourism, should consider extensive information drives to increase its online visibility. Keyword insights In terms of the keyword insights of the “Love the Philippines” campaign, Capstone-Intel found 73.2 percent zero-click searches over the issue period. The term “zero-click searches” refers to queries performed in search engines that do not take consumers to a third-party website when they are presented with organic search results. Meanwhile, Capstone-Intel evaluated that the intent of users searching the campaign is purely “informational,” which means users are not familiar with the campaign and are exploring the campaign to acquire additional information. In a nutshell, the 73.2 percent searches that contained the phrase “Love the Philippines” and associated phrases were informational, showing a need to learn more about the deeper context and relevance of the branding slogan. Traffic share When it comes to traffic share, the state-run news media Philippine News Agency (PNA) led the website traffic for the “Love the Philippines” campaign, accounting for a 15.4 percent share of traffic online, followed by PhilSTAR at 13 percent and international news agency The Guardian at 10.1 percent. On the other hand, video-sharing platform YouTube recorded a 9 percent website traffic share, while INQUIRER.net came in fifth with a 7.55 percent traffic share. Interestingly, mobile reported a different traffic share with regard to the campaign. Youtube dominated with a 40.1 percent traffic share. Philstar also performed well on mobile, with 18.3 percent of traffic, followed by radio network Bombo Radyo at 7.94 percent, Rappler at 6.25 percent, and PNA trailing at just 3.56 percent mobile share. Traditional news outlets and government websites controlled the most online traffic, but YouTube has surpassed them as the primary traffic driver on mobile devices. When these patterns of traffic across channels are understood, insights into the most effective content strategy for each platform can be gained by agencies attached to the tourism campaign slogan.
