運動傳播見解

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This page is a translated version of the page Movement communications insights and the translation is 60% complete.

2020年發表的維基媒體運動策略建議清楚地表明在維基媒體運動中建立更強而有力的传播之重要性。

为此,基金会传播部于2021年1月开展了一项研究,以了解基金会如何才能帮助实现更强大的运动传播。目的是了解基金会如何通过自身的传播更好地支持运动的其他部分克服障碍、实现目标。基金会通过焦点小组和在线讨论来收集这些见解。这些见解被整理成一份帶有六项建议的报告

重要日期

  • 現在:已根据与会者的反馈意见定稿报告
  • 現在:报告的建议已纳入2021-2022年年度计划。关于本财政年度资助的具体报告建议,请参见6月更新
  • 进行中:报告结果已分发,并将其用于继续建立和完善"运动传播"团队的战略

运动参与者对维基媒体基金会的建议

  • Build a better front door. Create a single point of entry for information, support and resources from the Foundation.
  • Use humans. Take a human-centered approach to communications -- as opposed to a tech-centric or channel-centric approach. Hire regional communications specialists that can localize, listen, represent, support and amplify. Clarify who talks to the movement.
  • Speak human. Use language that is simple, relatable and translatable. Showcase the humans behind the communications. Resist the temptation to over-explain when issues are complex or to be vague rather than acknowledge when details are unknown.
  • Balance “broadcast” with “on-demand.” Invest more in centralizing and storing movement information so that people can access what they need, when they need it.
  • Coordinate, then communicate. Coordinate within the Foundation first, and then communicate with the larger movement. Avoid causing confusion by failing to align internally first.
  • Clarify, connect and reflect. Use the Foundation’s platforms to tell the movement’s story centered on these three communications goals.

1. 打造一个更好的前门入口

2. 使用真人

3. 跟真人對話

4. 在“广播”与“点播”之间取得平衡

5. 协调,然后傳播

6. 澄清、联系和反映

阅读报告全文。

Participation

Wikimedia Summit 2019 - 11
Wikimedia Summit 2019 - 11

10 focus groups with 113 participants. The research team held ten focus groups, with a total of 83 community participants and 30 Wikimedia Foundation staff. Movement members participated working in different regions, languages, and capacities that reflect the diversity of the Wikimedia movement. Of community participants:

  • 69% were from emerging regions
  • 63% identified as men, compared to an estimated 87% of Wikimedia contributors
  • 35% stated their primary project was a project other than Wikipedia
  • 17% were relative newcomers, having been involved with Wikimedia for 3 years or fewer
  • 27% were long-time Wikimedians, having been involved with Wikimedia for 10+ years
  • 16% were non-English speakers (simultaneous interpretation was provided in Arabic, French, Spanish and Russian)
  • 35% were members of affiliates
  • 23% held on-wiki administrative roles
  • 7% identified as technical contributors.

为了让那些本来可能无法参加活动的人也能参与进来,我们向参与者提供了津贴。

What happens next?

Insights from this report will be used to plan a long-term movement communications strategy for the Wikimedia Foundation. The strategy will be agile -- it will continue to evolve and adapt -- with improvements implemented as they are ready.



1. Listen
Focus groups and online discussion


2. Synthesize
Key insights and recommendations
THIS REPORT


3. Plan
Agile communications strategy


4. Act
Implement strategy

資源

注释