Social media/Measurement

Social media

About Key Performance Indicators (KPIs)


KPIs are a way of measuring the success of our efforts in achieving our goals. They can be divided into two categories:

  • The ones related to the Brand Health Tracker, which monitors the health of the Wikimedia brands.
  • The standard social media metrics (e.g. impressions, engagement), which measure how our channels perform over time and in comparison with industry benchmarks and competitors.

Brand Health Tracker


The Wikimedia Brand Health Tracker is a bi-annual tracker setup to monitor key brand metrics of the Wikimedia movement and the Wikimedia projects, by surveying the perception of the global online population.

It has three objectives:

  • Understand people’s perceptions of the free knowledge movement.
  • Understand the strength of the Wikimedia organization brand.
  • Understand the strength of Wikipedia as a project brand.

Brand Health Tracker KPIs


Brand awareness

  • Aided awareness: Percentage of all people aware of the brand/entity when prompted.
  • Brand exposure: Percentage of people who have seen the brand recently in any media.

Brand understanding

  • Brand attributes: Perceptions about Brand attributes.
  • Brand knowledge: Percentage of people indicating what they know about Wikipedia to be true.
  • Brand values: Values associated with the brand.
  • Social sentiment.
  • Brand consideration: Percentage of people stating they would consider using Wikipedia.

Brand trust

  • Brand trust: Percentage of people indicating how much they trust each website/app to be honest and unbiased.
  • Net Promoter Score: Percentage of people that would recommend Wikipedia to a friend or colleague.

Social media KPIs


Social media platform metrics, such as reach, impressions, engagements, and follower growth, are not our only guiding KPIs.

However, these metrics are certainly important and something that we monitor and incorporate into strategies and plans.

Social media KPIs



  • Total followers: The number of people who have liked (Facebook) or followed (Instagram, Twitter, LinkedIn) our channels.
  • Net new fans: The net fluctuations of our fans (Facebook) or followers (Instagram, Twitter, LinkedIn).
  • Demographics: Including age, location, and gender.


  • Impressions: The number of times a post or story was shown in a person's feed.
  • Reach: The number of people that saw the post, story, or reel in their feed.


  • Reactions: Facebook supports 7 reactions; LinkedIn, 6; Instagram and Twitter, only one.
  • Comments: On a post or story.
  • Shares: Also includes retweets of a post. Instagram supports shares on feed posts and reels. LinkedIn only includes “Reposts with your thoughts”.


  • Social listening: Quarterly reports that analyze the context and conversation topics related to Wikipedia and the Wikimedia Foundation on social media, in order to provide insights into the perception of both brands.