Hi Galder, I just left a more detailed reply on Meta-Wiki so we can continue the conversation there. In summary, we refer to a few different sources to benchmark our engagement rates on @Wikipedia. According to Rival IQ, the median Twitter engagement rate for brands across all industries is 0.037%; for nonprofits specifically, it is 0.054%. According to Adobe, "most would consider 0.5% to be a good engagement rate for Twitter, with anything above 1% great." @Wikipedia Twitter's engagement rate, according to the dashboard we access when logged-in to the account, over the last 28 day period is 2.7%. In May and June, it was 2.6% and 2.2%, respectively. I hope the resources shared are helpful for your management of @euwikipedia.

It's difficult to draw direct comparisons between the @euwikipedia and @wikipedia accounts due to the difference in follower size and our more global focus, as well as the objectives we are prioritizing to support the movement but also build resonance among groups who can help us to push forward our knowledge equity goals. At the same time, a straight comparison—with the understanding that I cannot see the analytics for the @euwikipedia account—reveals more retweets, likes, and comments on the @Wikipedia account. I'd like to better understand however if we are defining engagement differently. Also, an overall higher engagement rate from Twitter's analytics could be a result of the low base effect (comparing two accounts of different sizes).  

Please note that I am managing a family commitment this week. I am happy to continue this conversation on Meta-Wiki when I return.

Also, Andy, we will follow up this week regarding your questions about the @WiktionaryUsers and @Wiktionary accounts. We do not currently have access but are exploring potential options via Twitter now.

Thank you, all, for your comments.

Lauren

Lauren Dickinson (she/her) Senior Communications Manager Wikimedia Foundation

On Sun, Jul 17, 2022 at 5:16 AM Galder Gonzalez Larrañaga <galder158@hotmail.com> wrote:

Thanks for the answer, Lauren. I see quite a few interactions with the tweets (despite having more than half a million followers). You say that the engagement is above the industry standard. Is there any data we can use to compare? I'm one of the managers of @euwikipedia and I see we have even more engagement than @wikipedia, so I would like to know which are those industry standards, so we can also measure ourselves.

Thanks

Galder

2022(e)ko uzt. 14(a) 00:56 erabiltzaileak hau idatzi du (Lauren Dickinson <ldickinson@wikimedia.org>):

Hi again — thanks for these comments!

I wanted to add that we very regularly refer to the ITN/DYK sections (and OTD, too) when planning out the content calendar and responding to current news and topics. These are great, natural sources of topic inspiration for the Wikipedia channels.

As mentioned, we welcome other ideas for articles / topics to share. I understand that the form may not always be the best way to do this. So, I invite you to share ideas and feedback on Meta-Wiki (we just did a light clean up of the page). I am also a member of the Facebook group (Wikimedia social media hub) that Andy shared; I see most posts, but the form and Meta-Wiki are the best way to reach me.

For additional perspective, based on the note from Galder, there are currently two staff, including myself working on digital communications strategy at the Foundation, which includes both the Wikimedia and Wikipedia social accounts, as well as our website and blogs. Across all, we prioritize showing up with a consistent voice and identity, so through association, people understand our work better.

Our strategy is global and we try hard to give equal weight to topics that reflect the diversity of our world and movement—keeping track of movement happenings, edit-a-thons, user group initiatives, current events, and trends in places across the world. Rather than focusing on putting out a large quantity of content, our goal with each post is to make people understand the diverse work that the movement does and the diverse range of knowledge that can be discovered on Wikipedia. This fosters understanding with those who may not have deep knowledge of how the movement works and what we stand for, but who may want to join us if they did.

In addition to our regular content, we must be constantly vigilant and address potential misunderstandings about our work and projects. We monitor social chatter closely and strive to ensure that our content and replies meet the standards that uphold movement values. We track the metrics and impact of our social media efforts and find that our strategy is working well. For example, over the last year, we saw a 7% increase in Wikipedia's Twitter following and a consistent above-average engagement rate when compared to industry standards.

Lastly, I'll note that we are planning to discuss our refreshed digital communications strategy with ComCom in the coming months. It includes lessons gleaned over the last two years on how to position community work so that it reaches the right audiences and helps to advance movement goals. One of our focuses is on better amplifying the work of volunteers in the movement, and we are eager to get reactions / ideas on ways we can do this even more.

I hope this is all helpful context and information. Thanks again for sharing your ideas and feedback with us.

Lauren

Lauren Dickinson (she/her) Senior Communications Manager Wikimedia Foundation

On Wed, Jul 13, 2022 at 4:24 PM Galder Gonzalez Larrañaga <galder158@hotmail.com> wrote:

Thanks for the answer, Lauren.

I have been looking at the stats of the last 4 weeks in Twitter, Facebook and Instagram, to make an idea of the activity those accounts have. I don't know how many people takes part in the process, but as I read "We" in the answer, I'm going to assume that is more than one person to do all of this job.

In Twitter, before my e-mail (after that there was a tweet by Wikimedia Chile that was mentioned by @Wikipedia), the last tweet was two days before. From June 10^th to July 10^th 34 tweets were done, 5 of them about the concept "tea". That makes roughly one tweet a day, but there have been many days without any tweet activity. In Facebook I count 24 posts related to Wikipedia. This is 0,77 posts per day. In Instagram the situation is worse, only 9 posts in one month, is to say, one every 3 days. It could be that June 10^th to July 10^th is a bad moment, but I have looked up previous months, and the trend is the same: most of the days is 1 tweet, there are some days with 0 activity, and some other days with 3-4 tweets, usually about the same topic.

I don't know how long it takes to do that, but based on my experience managing social media, this activity (a tweet a day, 0,7 posts in Facebook a day and 0,3 posts in Instagram, that actually are about the same topic) takes around 30 minutes per day, a little bit longer if I need to take extra-extra care to choose the article. I don't know how many workers are in this process, but I assume that the "we" means than is more than one.

Let me help with this, because there are many processes that can booster the activity and make our engagement in social media better. In the French Wikipedia they have a page where people can propose tweets about curious things (https://fr.wikipedia.org/wiki/Projet:Aide_et_accueil/Twitter/Tweets). These tweets are shared with the hashtag #WPLSV. Viquipedia is another success story, with a great engagement (far better than the @Wikipedia account, by the way).

In the Basque Wikipedia account (https://twitter.com/euwikipedia) we have an internal shared spreadsheet where we put in the columns the days and in the rows the scheduled time for the tweet. Every day (yes, we have only one time zone, what makes things easier) we try to open with two "on this day". This is extra easy, because you only need to look to the article about the day and choose some that may be interesting or round numbers (100 years ago today...). Then we try to tweet every day something about science, then social sciences or history, a building, a fiction or artwork and we end the day with a third "on this day" that may be more curious. We have two extra time sections reserved for news about Wikipedia itself (statistics, wikiprojects, featured content...) and something related to news of the day/current events. We also tweet about sex whenever we have new content every Friday at 23:59. This makes around 8 tweets a day, with some extra options if we have something extra to tell, or there is an important recent death, etc... Is true that we are not posting in Facebook or Instagram, but this is a task we do when we have spare time in our regular jobs: we don't have any extra worker to manage them. It takes around 4-5 hours to make a full schedule for a month (and it would take less in English Wikipedia, where there's plenty of content), and then around 8-10 hours to schedule the ~250 tweets we make a month.

If you need help to manage the Twitter account, don't hesitate on contacting other members of the community. We can help with this.

Sincerely,

Galder

---

From: Andy Mabbett <andy@pigsonthewing.org.uk>
Sent: Wednesday, July 13, 2022 8:37 PM
To: Wikimedia Mailing List <wikimedia-l@lists.wikimedia.org>
Subject: [Wikimedia-l] Re: @Wikipedia losing opportunities in Twitter

 

On Wed, 13 Jul 2022 at 01:23, Samuel Klein <meta.sj@gmail.com> wrote:
>
> +1, not just en:wp. I'd love to see community mods involved in maintaining the core social accounts.

We have a Facebook group (not the ideal venue, but it works for those
of us on that site), "Wikimedia social media hub" [1], for that; but
WMF staff decided to cease their involvement about 18 months ago.


[1] https://www.facebook.com/groups/wikisocialmediahub
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