Year-long data reveals GSIS lower social media presence across PH; campaigns ‘not effective’
A social listening report from Capstone-Intel revealed that the online presence of state insurer Government Service Insurance System (GSIS) has received a low social media presence marked by its ineffective social media promotions campaign. Capstone-Intel Corporation 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. Background The GSIS is a government-owned and controlled corporation (GOCC) of the Philippines mandated to provide social insurance among government officials. Retirement, separation benefits, and mandatory and optional life insurance make up some of the main benefits packages of the GSIS. Currently, only government officials are entitled to become part of the state insurance company, unlike the Social Security System. Methodology Capstone-Intel Corp. examined the online presence of GSIS in the country as a topic of discussion for one year, from January 17, 2023, to January 17, 2024, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the state insurer. Facebook Performance Capstone-Intel found that GSIS garnered a 157,247.3 engagement score for its 6,589 total post count, which yielded over 495,898 total reaction count. When broken down, “Facebook like” accounts for 66.4 percent of the total reactions, with 329,422. Followed by “Facebook love” with 117,467 reactions (23.7 percent), “Facebook angry” with 17,998 (3.6 percent), “Facebook sad” with 17,006 (3.4 percent), “Facebook haha” with 7,717 (1.6 percent), and “Facebook wow” with 6,288 reactions (1.3 percent). Looking at the data, the state insurer’s Facebook performance can be seen as not performing well evidently as most of the reactions gathered by Capstone-Intel surfaced from public Facebook posts discussing the state insurer’s issues. Online mentions Capstone-Intel likewise revealed that GSIS received 82.8 percent positive mentions, and the remaining 17.2 percent were negative mentions. This means that the article mentions about GSIS were mostly angled positively, as per the data, these positive mentions are attributed to stories mentioning the programs of the state insurer, however, its campaigns are somehow less engaging as top posts mentioning the GSIS are only discussing the issues faced by the state insurer. For the whole year, the GSIS only yielded over 4,013,917 social media reach which can be classified as lower compared to PHilHealth’s social media reach, also a government state insurer, who has received 16,083,901 social media reach. Presence Analysis: Upon looking at the data about GSIS, Capstone-Intel found that the promotional campaigns provided by the GSIS turned out ineffective as seen in its lower reception of reactions and social media reach. The majority of the most popular GSIS mentions negatively portray the state insurer, which decreases the visibility of the corporation’s social media initiatives that support its efforts to increase public understanding of GSIS offerings.
