Réseaux sociaux/Stratégie et tactiques

This page is a translated version of the page Social media/Strategy and tactics and the translation is 30% complete.

La stratégie réseaux sociaux de la Fondation Wikimédia

Les gens du monde entier consultent Wikipédia et ses projets frères pour leur contenu informatif, intéressant et divertissant. Nos comptes de réseaux sociaux leur fournissent ceci parce que c'est ce qu'ils veulent, et parce que cela crée de l'engagement et de la diffusion, assurant une visibilité pour le future.

Mais ce n'est pas suffisant. Les histoires derrières les anecdotes sont tout aussi importantes. Qui a édité l'article que nous avons publié, et pourquoi ? Qui a pris la photo Wikimédia Commons de l'année que nous avons mise sur Facebook ? Y a-t-il des wikimédiens, des édit-a-thons, des bourses et des projets derrière notre tableau Pinterest "Women in STEM" ?

Les réseaux sociaux et le blog de Wikimédia sont le meilleur moyen de mettre en vitrine notre contenu et d'expliquer le mouvement derrière celui-ci, de façon continue et en adéquation avec nos lecteurs où qu'ils soient.

Et notre public sur les réseaux sociaux est principalement composé de simples lecteurs. Les sondages Twitter et les questions Facebook indiquent que la plupart de notre public consulte Wikipédia quotidiennement, mais seulement une moitié d'entre eux a déjà édité Wikipédia.

Notre stratégie sur les réseaux sociaux est de mettre en avant le contenu pertinent et d'expliquer le mouvement derrière celui-ci à des lecteurs appréciant notre marque et ayant des difficultés à se sentir plus proche de celle-ci. Nous faisons cela en collaboration avec la communauté, le personnel de la Fondation, et les autres organisation liées à Wikimédia, adhérant aux piliers du mouvement.

Tactique

We engage with users, showcase content, demonstrate processes, provide calls to action and facilitate measurable conversion (such as driving traffic to destination web pages). Our general approach is engage; instruct; convert. We do not simply push content—and especially not self-serving content.

Interagir avec le public sur les réseaux sociaux

La communauté peut être compliquée à pénétrer pour les nouveaux arrivants. Nos comptes vérifiés sur les réseaux sociaux doivent agir comme des ambassadeurs de marque. L'équipe réseaux sociaux doit interagir avec les utilisateurs qui commentent les publications. Il s'agit d'abord de la responsabilité directe de la personne ayant publié (et qui saura répondre adéquatement), mais c'est aussi la responsabilité partagée de l'équipe. La reconnaissance de la bienveillance de notre communauté sur les réseaux sociaux est très fortement sollicitée, tout comme les réponses aux questions et le partage de liens utiles. Tout cela amène des résultats directs — d'un meilleur classement dans les fils d'actualité Facebook à une plus grande fidélité à la marque et plus d'implication dans le mouvement.

Do not get entangled with trolls or unfriendly users. When in doubt, check in with Social-medialists.wikimedia.org. Take a basic approach to problems of greet, acknowledge, suggest, provide email address. So that would look like this for us: [1]. The voice and tone project has signed off on these basic guidelines: We are never sarcastic or combative. We should feel free to be polite and helpful.

Que publier ?

Nos publications se classent généralement en deux catégories : contenus populaires, et explications du mouvement Wikimédia.

Contenus populaires: Les gens nous connaissent pour notre contenu — surtout pour nos articles Wikipédia. Ils répondent à ce type de contenu avec enthousiasme sur les réseaux sociaux. Nous pouvons montrer comment partager des articles Wikipédia, des fichiers Wikimédia Commons, Wikiquotes etc. Certainement plus que tout autre partie de la Fondation Wikimédia, nous pouvons changer la façon dont les gens pensent aux prokets Wikimédia. Nous pouvons les aider à voir le mouvement comme de l'information ouverte qu'ils peuvent librement créer, utiliser, modeler et partager — plutôt que de nous considérer comme un simple moteur de recherche.

We are international, multi-cultural, and multilingual. Our content should reflect that. All efforts should be made to connect with and reflect a global and diverse audience, including outreach to underrepresented communities, translations of blog posts and social media messaging, and efforts to include content from around the world.
We have an important challenge to reach out to more women. Our Facebook fans are 69% male, and female fans can feel outnumbered in comment streams, based on comments we have received on our Facebook posts. Our content needs to include concerted efforts to include women of history, science, business, government, sports and the arts, as well as topics that are universal rather than those traditionally more appealing to men (such as military history).
We also need to be careful around any messaging that could be insensitive to gender, race, age, or disability.
We share public domain and CC0-licensed images and link to their Wikimedia Commons pages to show people how to legally share images on social media.

Explanations of the Wikimedia movement: Wikipedia fans on Facebook and @wikipedia followers on Twitter are primarily readers, rather than editors. They want to know more about the Wikimedia movement, and they may not have even basic knowledge about it.

By intermingling basic explanations of the movement with the content they have come to love, we can grow readers into editors, donors, community members, Wikipedians.
On two large accounts—the 5 million-fan Facebook page and the 320,000-follower @Wikipedia Twitter account, we have our best platforms to explain the movement. We must guard those platforms against the boring and overly complicated. We must be friendly explainers and guides. The Wikimedia movement can be very complicated, and at times even unfriendly. We have to keep it gracious and simple.
There's room for community announcements and events on our two main channels, but we should be sensitive to our audiences. While we welcome suggestions for posts from the Wikimedia Foundation staff and the Wikipedian community, announcements of anniversaries or pet projects are not the focus.
Blog posts, videos and wiki pages that walk beginners through the basics are ideal.
@wikimedia on Twitter is a good place for more complicated community news and foundation news. The audience there is often more sophisticated about how the movement works.

Real-time news and disasters: Increasingly Wikipedians are choosing to update and read article pages on breaking news events because our articles are updated so thoroughly and so quickly. Those articles are a significant resource for readers and journalists as breaking news unfolds. News is often unpleasant, and we want to be sensitive to that.

When news breaks, our social media team works with the Wikimedia Foundation public relations and communications team to craft straight verbiage and links to articles without sentiment or elaboration—if those articles are developed enough to help readers. Post this: "Wikipedians are updating the article on (notable person who has died or breaking news event with a link)."

Case study: In the case of the Paris terror attacks, the article page had dozens of sources and hundreds of edits within an hour. Dozens of verified Twitter accounts linked to it, including journalists who cited it as an important resource:

@morgenpost
@fuzheado
@franciediep
@harikunzru
@Ian_Fraser
For this reason, we linked to the article in a tweet. Twitter users clicked the link in that one tweet 1,300+ times—more link clicks on one tweet than any other in our accounts’ histories.
We do not promote articles about disasters to compete with news agencies or get clicks or retweets. We state that Wikipedians are updating the article as a way of reflecting the community’s involvement and to provide our article page as a resource of real-time, ad-free, crowd-sourced information for all.

When a famous person dies, the mainstream media confirms that, and the community has noted that on a thorough article page, a swift social media post noting the death, including a public domain photo and a bit about the person is encouraged. Examples here and here. Do not do so without consulting another member of the social media team. We do not note the death as sad or tragic or use rest in peace or other phrases. Sensitive, factual statements are best.

Examples of posts:

Example of a Facebook link post.
Example of a Facebook photo post.
Example of a Facebook engagement status update.
Example of a link tweet.
Example of a customer service tweet.

When to post

We tend to post in the middle of the afternoon and the middle of the week, and the reasons are obvious: That’s when we are in the office, when we discuss ideas, when we have time and resources. The problem is that every measurement of our Facebook posts indicates this is the worst time for us to post. We should post when our fans are online and engaging, not when it’s convenient for us. On Facebook, timing can be crucial on getting traction for a post. We do not see the same timing pattern on Twitter, where engagement doesn’t seem to follow such a pattern.

Voice and tone

Our voice is smart, crisp, energized, factual, principled — with a pinch of nerdery. We don’t do sarcasm or snark, profanity or slang, flame wars or gushing compliments. We are a fact-based platform and our messaging should have similar focus. Wikipedia and social media are fraught with partisan debate; on our accounts, we don’t get involved. On our branded accounts, and as members of the social media team, we rise above the fray, consult managers (and above) and craft a statement addressing a conflict (if necessary). That can be done swiftly, but should never be done rashly. Do not unilaterally engage with anyone on social media as the brand if there is any hint of conflict or dispute. Check in with team members before you respond.

Other platforms

Our YouTube channel needs better branding and oversight. We are moving forward with a public domains project on Pinterest and discussing Line and WeChat for distributing content in Asia. We are talking with Snapchat about content-posting. We want to be open to new platforms and projects and to encourage Wikipedians to pursue those channels unofficially as well.

List of social media accounts can be found on the office wiki (accessible to Wikimedia Foundation staff only).