C2629.MR31.K37 - SHARE OF VOICE ACROSS TIER 1 MEDIA GLOBALLY
KPI NAME
WFP share of voice (SOV) across Tier 1 media globally
NEW OR EXISTING KPI
New KPI
INDICATOR CODE
C2629.MR31.K37
RESPONSIBLE DIVISION
COM
MR OUTPUT
3.1. Advocacy, communications andmedia
PURPOSE
The purpose of this KPI is to measure WFP’s relative visibility, discourse and influence in high-profile media coverage compared to peer organizations, indicating its position in global food security discourse
CALCULATION FORMULA
Result KPI = (Number of mentions of WFP in Tier 1 media on defined priority themes or emergencies / Total mentions of all selected agencies in Tier 1 media on the same priority themes or emergencies) X 100
CALCULATION STEPS
Define Tier 1 Media:
During annual work planning, identify relevant Tier 1 media outlets for the reporting year.
Establish Annual Measurement Themes:
Create a clear set of topics or themes aligned with corporate priorities for yearly evaluation
Compile Competitor List:
Based on priority themes, define and document a list of competitors to monitor
Determine Reporting Period:
Set the analytics timeframe (at minimum annually) for analysis
Apply to Brandwatch:
Configure Brandwatch to track Tier 1 media, themes, and competitors
Filter, Export, and Analyse Results:
Allocate 2 weeks for data filtering, exporting, and in-depth analysis
Share Results:
Prepare and distribute findings to stakeholders in a clear report or dashboard
DATA SOURCE
Data is made available from Brandwatch
DATA COLLECTION METHOD
Data is collected by:
Selecting Keywords related to priority themes
Including peer/competitors agencies in the tracking list
Appling data filters and appropriate time frame for analysis
Calculating results and export the filtered data from Brandwatch
Validating Accuracy: perform manual spot checks on representative random samples
Note: A sample is considered "representative" when confidence level is -95% and margin of error is -5%
AUTOMATION
Partially automated
BASELINE VALUE
15%
ASSUMPTIONS
Media Visibility as Proxy: Mentions in tier-1 media outlets are considered a reasonable proxy for WFP’s visibility and influence on the topic
Consistency of Priority Themes: The priority themes selected for analysis are consistently recognized and used across all comparative agencies and peers
Comparability of Agencies: All agencies included in the comparison have mandates and operational presence that are broadly comparable within the priority themes and emergencies analysed
LIMITATIONS
Brandwatch captures online media excluding print, which may sometimes underrepresent visibility in some regions
Potential differences in spelling, acronyms, and local references may result in undercounting