View source for Social media

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We are currently reworking the social media strategy for the Wikimedia Foundation and Wikipedia social media channels. This page will be updated in the coming months to reflect it. Below is an overview of our previous strategy.

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As of Fiscal Year 2025/2026, the Wikimedia Foundation and Wikipedia social media channels are overseen by the Social team, within the External Communications team:
Liv Burke, Senior Marketing Manager (Social Platforms); Lucas Pasqual, Social Media Manager; Tatiane Rosset, Social Media Specialist.

== Overview == <!--T:149-->
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{{social media navigation}}
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Hello from the Wikimedia Foundation Communications team! This is a space about the Wikimedia Foundation and Wikipedia's social media channels.

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Below is an overview of our organic social media strategy. Organic means unpaid activities; there is a separate effort that oversees paid marketing campaigns, including on social media.

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This is a living strategy; as more information becomes available or things change in the social media landscape (which they often do), we will be able to pivot and adapt our approach as needed.

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This strategy is also available as a slide presentation on [[<tvar name="1">c:File:Wikimedia Foundation & Wikipedia - 2024 organic social media strategy.pdf</tvar>|Wikimedia Commons]].

=== What is social media management === <!--T:38-->

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There is a lot of work happening behind-the-scenes. Here are some of the activities we do when managing social media:
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* <translate><!--T:40--> Plan out content to be posted.</translate>
* <translate><!--T:41--> Write and develop the content, including texts, graphics, and other visual assets.</translate>
* <translate><!--T:42--> Publish the content.</translate>
* <translate><!--T:43--> Monitor the content's performance.</translate>
* <translate><!--T:44--> Optimize as needed.</translate>
* <translate><!--T:45--> Engage with questions.</translate>
* <translate><!--T:46--> React to newsworthy trends.</translate>
* <translate><!--T:47--> Act in situations of crisis.</translate>

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=== Who we are === <!--T:48-->

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As of Fiscal Year <tvar name="1">2024/2025</tvar>, the organic social media strategy for Wikipedia and the Wikimedia Foundation is overseen by the Integrated Marketing team, within the External Communications team:
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* <translate><!--T:50--> [[<tvar name="1">user:OSpingou (WMF)</tvar>|Olga Spingou]], Senior Manager of Integrated Marketing, leads the team which also includes colleagues who work on the Wikimedia Foundation website, communication campaigns, marketing initiatives, and more. Based in Athens, Greece, UTC+2.</translate>
* <translate><!--T:51--> [[<tvar name="1">User:LPasqual (WMF)</tvar>|Lucas Pasqual]], Senior Social Media Specialist, focuses on organic social media strategy and daily social media management. Based in São Paulo, Brazil, UTC-3.</translate>

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== Why are we on social media? == <!--T:52-->

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Social media is one of the front doors to the Wikimedia projects, the Foundation, and the movement. Based on a [[<tvar name="1">Wikimedia Foundation/Communications/Research/Brand Health Tracker</tvar>|global Brand Health survey]] asking people how they were exposed to Wikipedia, nearly 25% said it was through social media.

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We need to meet people where they are by being welcoming, accessible, and clear. Once people open this front door, we want to create meaningful pathways and connections to help them learn more about who we are and join us.

== Our social media channels == <!--T:55-->
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{| class="wikitable"
|+
! rowspan="2" |<translate><!--T:56--> Platform</translate>
! colspan="2" |<translate><!--T:57--> Wikimedia Foundation</translate>
! colspan="2" |<translate><!--T:58--> Wikipedia</translate>
|-
!<translate><!--T:59--> username</translate>
!<translate><!--T:60--> followers (<tvar name="1">{{DateT|2025|10|01}}</tvar>)</translate>
!<translate><!--T:61--> username</translate>
!<translate><!--T:62--> followers (<tvar name="1">{{DateT|2025|10|01}}</tvar>)</translate>
|-
|<translate><!--T:63--> Instagram</translate>
|[https://www.instagram.com/wikimediafoundation/ @wikimediafoundation]
|{{formatnum:19257}}
|[https://www.instagram.com/Wikipedia @wikipedia]
|{{formatnum:376270}}
|-
|<translate><!--T:64--> Facebook</translate>
|[https://www.facebook.com/wikimediafoundation @wikimediafoundation]
|{{formatnum:21145}}
|[https://www.facebook.com/wikipedia/ @wikipedia]
|{{formatnum:5505317}}
|-
|<translate><!--T:65--> X/Twitter</translate>
|[http://twitter.com/wikimedia @wikimedia]
|{{formatnum:93233}}
|[https://twitter.com/Wikipedia @wikipedia]
|{{formatnum:614337}}
|-
|<translate><!--T:66--> LinkedIn</translate>
|[https://www.linkedin.com/company/wikimedia-foundation @wikimedia-foundation]<ref>LinkedIn is currently shared with the Talent and Culture team; they post job opportunities at the Wikimedia Foundation.</ref>
|{{formatnum:99276}}
|[https://www.linkedin.com/company/wikipedia-the-free-encyclopedia/ @wikipedia]
|{{formatnum:21179}}
|-
|<translate><!--T:68--> YouTube</translate>
|[https://www.youtube.com/@thewikimediafoundation @thewikimediafoundation] <ref><translate><!--T:70--> This [<tvar name="1">https://www.youtube.com/channel/UCK_cUZLMpibyRiIdp0uF-lQ</tvar> YouTube channel] is for internal (staff and movement) audiences. It livestreams staff gatherings and other meetings.</translate></ref>
|{{formatnum:8671}}
|[https://www.youtube.com/@wikipedia @wikipedia]<ref><translate><!--T:69--> This [<tvar name="1">https://www.youtube.com/@wikipedia/featured</tvar> YouTube channel] shares Wikimedia, Wikimedia Foundation, and Wikipedia content relevant for external, public audiences.</translate></ref>
|{{formatnum:246627}}
|-
|<translate><!--T:143--> Threads</translate>
|[https://www.threads.net/@wikimediafoundation @wikimediafoundation]
|{{formatnum:4413}}
|[https://www.threads.net/@wikipedia @wikipedia]
|{{formatnum:92647}}
|-
|<translate><!--T:144--> Bluesky</translate>
|[https://bsky.app/profile/wikimediafoundation.org @wikimediafoundation.org]
|{{formatnum:14529}}
|[https://bsky.app/profile/wikipedia.org @wikipedia.org]
|{{formatnum:51966}}
|-
|<translate><!--T:145--> TikTok</translate>
|n/a
|n/a
|[https://www.tiktok.com/@wikipedia @wikipedia]
|{{formatnum:120971}}
|}

<nowiki>*</nowiki> <translate><!--T:34--> Staff from the Product & Technology department maintain the official [<tvar name="1">https://wikimedia.social/about</tvar> Mastodon instance] for the Wikimedia Foundation.</translate>

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''This table will be updated every quarter.''

==== The case for X/Twitter ==== <!--T:72-->

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Due to the changes on Twitter over the last couple of years, the Wikimedia Foundation has decided to focus our efforts on the other social media channels mentioned in the table above.

== Our objectives == <!--T:78-->

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Our social media objective:

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Cultivate awareness and affinity for the Wikimedia Foundation and its projects, including Wikipedia, as well as the free knowledge movement.

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This overarching goal has three parts, all connected to our brands mentioned above:
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* <translate><!--T:82--> To increase awareness.</translate>
* <translate><!--T:83--> To increase understanding.</translate>
* <translate><!--T:84--> To build trust.</translate>

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Our goals are guided by our [[<tvar name="1">Special:MyLanguage/Strategy/Wikimedia movement/2017/Direction#Our strategic direction: Service and Equity</tvar>|movement goals]]: to promote knowledge equity and knowledge as a service.

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The Wikimedia Foundation and Wikipedia social media channels have a role to play in doing this. Our social media channels are:
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* <translate><!--T:87--> an invitation to learn more about the movement, Wikipedia, the Wikimedia Foundation, and its projects via our content and overall presence.</translate>
* <translate><!--T:88--> intended to be a reflection of the [[<tvar name="1">Special:MyLanguage/Movement Charter/Content/Values & Principles</tvar>|Wikimedia movement values]] and the diversity of content created by volunteers.</translate>

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== Our audiences == <!--T:89-->

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The people who follow Wikipedia and the Wikimedia Foundation social media channels are:
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* <translate><!--T:91--> Wikipedia readers; they may have low awareness and understanding of the Wikimedia ecosystem or be active members of the movement.</translate>
* <translate><!--T:92--> Global, not location-specific, but with a basic understanding of English.</translate>
* <translate><!--T:93--> Open-minded and curious, eager to learn.</translate>
* <translate><!--T:94--> Mostly between 25 to 34 years old.</translate>

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Our priority regions for social media are determined by a number of factors, such as:
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* <translate><!--T:96--> Data and insights from the Wikimedia Foundation's [[<tvar name="1">Wikimedia Foundation/Communications/Research/Brand Health Tracker</tvar>|Brand Health Tracker]]*, which measures brand engagement around the world.</translate>
* <translate><!--T:97--> The areas of focus of our programmatic work (e.g. campaigns, partnerships).</translate>

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We revisit these areas of focus annually, as part of our annual planning process.

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These are our priority regions as of June 2024:
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# <translate><!--T:100--> Primary:</translate>
#* <translate><!--T:101--> Asia: India + Indonesia</translate>
#* <translate><!--T:102--> Latin America: Brazil + Argentina</translate>
#* <translate><!--T:103--> Africa: South Africa + Nigeria</translate>
#* <translate><!--T:104--> Europe: Germany + Poland</translate>
#* <translate><!--T:105--> North America: USA</translate>
# <translate><!--T:106--> Secondary:</translate>
#* <translate><!--T:107--> Asia: South Korea + Malaysia + Taiwan + Japan + Philippines + Australia + New Zealand</translate>
#* <translate><!--T:108--> Latin America: Mexico + Colombia</translate>
#* <translate><!--T:109--> Africa: Kenya + Senegal + Morocco</translate>
#* <translate><!--T:110--> Europe: France + Czech Republic + Ukraine + Turkey</translate>
#* <translate><!--T:111--> Middle East: Egypt + United Arab Emirates</translate>

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== Our approach to content == <!--T:112-->

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Any piece of content published on the Wikimedia Foundation and the Wikipedia social media channels has to be:
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* <translate><!--T:114--> Relevant to our target audiences and our goals</translate>
* <translate><!--T:115--> Connected to current events</translate>
* <translate><!--T:116--> Consistent, inclusive, and accessible</translate>
* <translate><!--T:117--> Global</translate>
* <translate><!--T:118--> Fact-based</translate>

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Audiences are busier than ever. We need to create a variety of content that is designed to be consumed in the way they want to consume it. Creating a mix of short-, medium-, and longer-form content is a winning way to reach audiences.
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* <translate><!--T:120--> Short, or "Bites": Scannable content, graphics, statistics, static images. Short videos (up to 30 seconds).</translate>
* <translate><!--T:121--> Medium, or "Snacks": Short paragraphs, including interactive elements. Medium videos (up to 3 minutes).</translate>
* <translate><!--T:122--> Long, or "Meals": Long-form content, services, in-depth educational content, podcasts, long videos (up to 10 minutes).</translate>

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=== How do we create engaging content? === <!--T:123-->
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* <translate><!--T:124--> '''On-platform content:''' To meaningfully connect with our audience, we need to extend Wikipedia's content onto our social media platforms in order to provide value where our audience is.</translate>
* <translate><!--T:125--> '''Variety in storytelling:''' There are a wide variety of storytelling options available that are unique to the channels we are adopting. Sequential storytelling, reels, stories, and more are available to help us connect.</translate>
* <translate><!--T:126--> '''Experimentation:''' As we expand our storytelling and social reach, it is important to experiment and see what resonates with our target audiences. Not everything will work and that is okay.</translate>
* <translate><!--T:127--> '''Representation:''' We are one that is made from many; highlighting our international community of contributors, partners, affiliates, and Foundation team will help showcase the diversity behind the platforms we host.</translate>
* <translate><!--T:128--> '''Creation:''' We work to create content that reflects our global audience. We want to encourage them to make content as well, so that they tell their own stories using their own voices – which we can help amplify on our channels via reposts and shares.</translate>
* <translate><!--T:129--> '''Curation:''' We have a variety of options to curate content onto our channels. We can show our global footprint by amplifying other accounts in the free knowledge movement, Wikimedia volunteers, and more.</translate>

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=== When creating content... === <!--T:130-->
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* <translate><!--T:131--> We do not endorse any products.</translate>
* <translate><!--T:132--> We do not endorse any political candidates.</translate>
* <translate><!--T:133--> We do not engage in any dispute with other accounts.</translate>
* <translate><!--T:134--> We do not evaluate or attempt to resolve complaints by celebrities or their fans about edits to a Wikimedia project article.</translate>
* <translate><!--T:135--> We do not post sarcasm or irony.</translate>
* <translate><!--T:136--> We do not post "snarky" or unfriendly tones.</translate>
* <translate><!--T:137--> We do not repost anything that contains the above.</translate>
* <translate><!--T:138--> We do not post media that is not freely licensed under CC, in the public domain, or owned or co-owned by the Wikimedia Foundation. An exception is media used with permission from the author.</translate>

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== Contact == <!--T:21-->

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Got a question for us? Reach out to the Communications department via email (<tvar name="1">talktocomms{{@}}wikimedia.org</tvar>) or drop us a message in the [[<tvar name="2">Talk:Social media</tvar>|talk page]].

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Got a request for the Wikimedia Foundation or the Wikipedia social media channels? Use the same email above. We will consider these requests based on relevance and appeal to wide audiences, as well as their ability to push forward our strategic goals. We welcome compelling stories and visuals that highlight the movement and our priorities, staff thought leadership, our advocacy efforts and volunteer champions, as well as initiatives that showcase local and newsworthy issues.

== Additional information about social media channels == <!--T:141-->
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<references />

[[Category:Communications committee{{#translation:}}]]
[[Category:Communications department{{#translation:}}]]
[[Category:Social media{{#translation:}}]]
[[Category:Maintained by the Wikimedia Foundation{{#translation:}}]]