A recent social listening report conducted by Capstone-Intel Corporation that aims to gauge the online presence of Sonshine Media Network International (SMNI) showed that the news network’s online presence is negative – adding that the recent issue involving SMNI adds up to the increasing negative mentions for the network.
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.
Background
Swara Sug Media Corporation (SSMC) owns the franchise for SMNI, which runs over a variety of platforms around the Philippines, including free TV, many digital channels, and cable TV affiliates. SSMC also operates a radio station network across the country.
SMNI is a broadcasting branch of the Kingdom of Jesus Christ (KJC) led by Pastor Apollo C. Quiboloy, a Filipino televangelist and religious leader.
On Tuesday, December 5, 2023, the House Committee on Legislative Franchises charged two SMNI members with contempt for rudeness and reluctance to answer inquiries, including the source of information that Speaker Ferdinand Martin Romualdez had spent P1.8 billion on travel expenses.
The TV network was accused of peddling fake news, which is against the terms of the franchise it was given under the Republic Act 11422. The House committee began investigating the matter last week.
Methodology
Capstone-Intel Corp. examined the online presence of SMNI in the country as a topic of discussion from November 6, 2023, to December 6, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the news network.
Facebook Performance
Capstone-Intel found that the SMNI garnered a 62,001.4 engagement score for its 2,111 total post count, which yielded over 208,432 total reaction count. When broken down, “Facebook like” accounts for 63.1 percent of the total reactions, with 131,569. Followed by “Facebook love” with 38,385 reactions (18.4 percent), “Facebook haha” with 33,677 (16.2 percent), “Facebook wow” with 1,967 (0.9 percent), “Facebook angry” with 1,654 (0.8 percent), and “Facebook sad” with 1,180 reactions (0.6 percent).
Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be seen as positive due to the turnout of the reactions, but it can be seen that most of these posts social media users reacted to are about the fake news peddling allegations towards the SMNI.
Online mentions
Capstone-Intel likewise revealed that the SMNI received 87.5 percent negative mentions, and the remaining 12.5 percent were positive mentions. This means that the article mentions the brand was mostly angled negatively. It is also worth noting that SMNI received 61,525,797 social media reach, while its non-social media reach yielded over 3,804,541 non-social media reach.
Top posts
In terms of top posts, the top post for “SMNI” was a Facebook post from content creator Rendon Labador, discussing the “fake news” of SMNI, which received a 6,421.3 engagement score.
This was followed by a Facebook post from Salafi Media Philippines, which featured SMNI’s Quiboloy. This post yielded a total of 1,988.0 engagement score.
The third most engaging post for SMNI was also a Facebook post from Atty. Mark Tolentino yielded a total engagement score of 1,801.3.
