While government agencies have the mandate to ensure that their programs are well-executed and reaching the people, a step to realize the success of an activity is by how well Filipinos are engaging with it, and one indicator that is being widely used is social media as digital age takeover the traditional means to gauge the succession of a campaign.
In line with this, Capstone-Intel conducted a one-year backtracking study that involved how state insurance, particularly the Philippine Health Insurance Corporation (PhilHealth), Social Security System (SSS), and Government Service Insurance System (GSIS), are performing online.
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.
Methodology
Capstone-Intel Corp. examined the three state insurance corporations’ online presence for one year, from January 19, 2023, to January 19, 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 insurance corporations.
Facebook Performance
Capstone-Intel found that in terms of Facebook performance, SSS garnered a 901,100.7 engagement score for its 23,164 total post count, which yielded over 3,216,157 total reaction count. When broken down, “Facebook like” accounts for 50 percent of the total reactions, with 1,607,545. Followed by “Facebook love” with 1,520,830 reactions (47.3 percent), “Facebook haha” with 53,661 (1.7 percent), “Facebook wow” with 15,930 (0.5 percent), “Facebook sad” with 11,860 (0.4 percent), and “Facebook angry” with 6,331 reactions (0.2 percent).
On the other hand, PhilHealth came in next and garnered a 445,532.3 engagement score for its 19,814 total post count, which yielded over 1,329,617 total reaction count. When broken down, “Facebook like” accounts for 67 percent of the total reactions, with 891,350. Followed by “Facebook love” with 298,220 reactions (22.4 percent), “Facebook haha” with 96,657 (7.3 percent), “Facebook sad” with 19,284 (1.5 percent), “Facebook angry” with 12,249 (0.9 percent), and “Facebook wow” with 11,861 reactions (0.9 percent).
Thirdly, 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).
Who got the most positive mentions online?
Capstone-Intel likewise revealed that SSS received 83.4 percent positive mentions, and the remaining 16.6 percent were negative mentions. This means that the article mentions about SSS 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 SSS are only discussing the state-run insurer as a side topic or when there are issues confronting SSS.
Meanwhile, GSIS shortly followed and received 82.8 percent positive mentions, and the remaining 17.2 percent were negative mentions.
On the other hand, the state insurance corporation with the most number of negative mentions was PhilHealth, which had 55.1 percent positive mentions, and the remaining 44.9 percent were negative mentions.
What’s interesting about the three state insurance corporations’ mentions is that they were similarly viewed negatively for their lack in terms of their services; it’s just that PhilHealth garnered the most number of negative mentions compared to SSS and GSIS.
By looking at their presence, Capstone-Intel indicates that while the three state insurance corporations have a notable social media presence, it is imperative for them to acknowledge how their services and social media campaigns were not being visible as their issues have been more prevalent.
