社交媒体

Social media

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维基媒体基金会传播团队向您问好！这里是关于维基媒体基金会及维基百科社交媒体渠道的专属空间。

以下是我们有机社交媒体策略的概述。有机指的是非付费活动；另有专门团队负责监督付费营销活动，包括社交媒体上的付费推广。

这是一项动态策略；随着更多信息的涌现或社交媒体环境的变化（这种变化时有发生），我们将能够根据需要调整策略并灵活应对。

This strategy is also available as a slide presentation on Wikimedia Commons.

什么是社交媒体管理

该策略也可在维基共享资源上以幻灯片演示形式获取。

• 预备发布的内容。
• 撰写并开发内容，包括文本、图形及其它视觉素材。
• 发布内容。
• 监控内容的表现。
• Optimize as needed.
• Engage with questions.
• React to newsworthy trends.
• Act in situations of crisis.

关于我们

自2024/2025财年起，维基百科及维基媒体基金会的有机社交媒体策略由对外传播团队下的整合营销团队负责监督：

• 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.
• Lucas Pasqual, Senior Social Media Specialist, focuses on organic social media strategy and daily social media management. Based in São Paulo, Brazil, UTC-3.

我们为何使用社交媒体？

社交媒体是维基媒体项目、基金会及整个运动的重要入口之一。根据一项全球品牌健康调查显示，当被问及如何接触到维基百科时，近25%的受访者表示是通过社交媒体。

我们需要以热情、开放和清晰的态度接纳人们，让他们感受到宾至如归。当人们推开这扇大门时，我们要为他们铺设有意义的道路，建立深层的联结，帮助他们更深入地了解我们，并加入我们的行列。

我们的社交媒体渠道

Platform	Wikimedia Foundation		Wikipedia
	username	followers (2025年10月1日)	用户名	followers (2025年10月1日)
Instagram	@wikimediafoundation	19,257	@wikipedia	376,270
脸书	@wikimediafoundation	21,145	@wikipedia	5,505,317
X/推特	@wikimedia	93,233	@wikipedia	614,337
LinkedIn	@wikimedia-foundation	99,276	@wikipedia	21,179
YouTube	@thewikimediafoundation	8,671	@wikipedia	246,627
Threads	@wikimediafoundation	4,413	@wikipedia	92,647
Bluesky	@wikimediafoundation.org	14,529	@wikipedia.org	51,966
TikTok	n/a	n/a	@wikipedia	120,971

* Staff from the Product & Technology department maintain the official Mastodon instance for the Wikimedia Foundation.

This table will be updated every quarter.

The case for X/Twitter

The recent changes to Twitter have caused many users to leave the platform entirely. We are monitoring this situation very closely, carefully weighing the tradeoffs of still being active there. For now, the Wikimedia Foundation has decided to focus our efforts on the other social media channels mentioned in the table above.

Our objectives

Our social media objective:

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

This overarching goal has three parts, all connected to our brands mentioned above:

• To increase awareness.
• To increase understanding.
• To build trust.

Our goals are guided by our movement goals: to promote knowledge equity and knowledge as a service.

The Wikimedia Foundation and Wikipedia social media channels have a role to play in doing this. Our social media channels are:

• an invitation to learn more about the movement, Wikipedia, the Wikimedia Foundation, and its projects via our content and overall presence.
• intended to be a reflection of the Wikimedia movement values and the diversity of content created by volunteers.

我们的受众

关注维基百科和维基媒体基金会社交媒体渠道的人群包括：

• 维基百科读者；他们可能对维基媒体生态系统的认知和理解较低，也可能是该运动的活跃成员。
• Global, not location-specific, but with a basic understanding of English.
• Open-minded and curious, eager to learn.
• Mostly between 25 to 34 years old.

Our priority regions for social media are determined by a number of factors, such as:

• Data and insights from the Wikimedia Foundation's Brand Health Tracker*, which measures brand engagement around the world.
• The areas of focus of our programmatic work (e.g. campaigns, partnerships).

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

These are our priority regions as of June 2024:

1. 主要地区：
   • 亚洲：印度 + 印度尼西亚
   • 拉丁美洲：巴西 + 阿根廷
   • 非洲：南非 + 尼日利亚
   • 欧洲：德国 + 波兰
   • 北美洲：美国
2. Secondary:
   • 亚太：韩国 + 马来西亚 + 台湾 + 日本 + 菲律宾 + 澳大利亚 + 新西兰
   • 拉丁美洲：墨西哥 + 哥伦比亚
   • 非洲：肯尼亚 + 塞内加尔 + 摩洛哥
   • 欧洲：法国 + 捷克共和国 + 乌克兰 + 土耳其
   • Middle East: Egypt + United Arab Emirates

我们的内容策略

维基媒体基金会及维基百科社交媒体渠道发布的任何内容均必须：

• Relevant to our target audiences and our goals
• Connected to current events
• Consistent, inclusive, and accessible
• Global
• Fact-based

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.

• Short, or "Bites": Scannable content, graphics, statistics, static images. Short videos (up to 30 seconds).
• Medium, or "Snacks": Short paragraphs, including interactive elements. Medium videos (up to 3 minutes).
• Long, or "Meals": Long-form content, services, in-depth educational content, podcasts, long videos (up to 10 minutes).

我们是如何创造引人入胜的内容？

• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

创建内容时...

• We do not endorse any products.
• We do not endorse any political candidates.
• We do not engage in any dispute with other accounts.
• We do not evaluate or attempt to resolve complaints by celebrities or their fans about edits to a Wikimedia project article.
• We do not post sarcasm or irony.
• We do not post "snarky" or unfriendly tones.
• We do not repost anything that contains the above.
• 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.

联络

Got a question for us? Reach out to the Communications department via email (talktocommswikimedia.org) or drop us a message in the talk page.

若您有面向维基媒体基金会或维基百科社交媒体渠道的请求，请使用上述相同邮箱。我们将根据请求的相关性、对广大受众的吸引力，以及推动我们战略目标的能力来评估这些请求。我们欢迎能突出运动核心理念与优先事项的精彩故事和视觉素材，涵盖员工思想领导力、倡导工作、志愿者典范，以及展现地方性与新闻价值议题的项目。