C2629.MR31.K38 - NUMBER OF ENGAGEMENTS ACROSS ALL WFP SOCIAL MEDIA PLATFORMS | |
KPI NAME | Number of engagements across all WFP social media platforms |
NEW OR EXISTING KPI | New KPI |
INDICATOR CODE | C2629.MR31.K38 |
RESPONSIBLE DIVISION | Internal WFP division is responsible for the indicator |
MR OUTPUT | 3.1. Advocacy, communications and media |
PURPOSE | The purpose of this KPI is to measure the degree to which WFP’s content resonates with online audiences, strengthens brand affinity, and amplifies reach. It provides insights into how effectively WFP’s messaging connects with its audience, enhances brand visibility, and raises awareness of key issues |
CALCULATION FORMULA | KPI Result = ∑ of total engagement for all platforms |
CALCULATION STEPS |
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DATA SOURCE | Data is available from analytics from relevant social media via native platform analytics and Hootsuite (online data integration tool) |
DATA COLLECTION METHOD | Data is collected by downloading from platforms analytics (Facebook, Instagram, Twitter, LinkedIn, Threads) or aggregated through a social media management enterprise solution (Hootsuite, Sprout Social). |
AUTOMATION | Partially automated |
BASELINE VALUE | 2,645,261 engagements (likes, comments, shares, saves, link clicks across all platforms: Facebook, Instagram, Twitter, LinkedIn) |
TARGET FOR 2026 | 2,977,578 engagements (likes, comments, shares, saves, link clicks across all platforms: Facebook, Instagram, Twitter, LinkedIn) |
ASSUMPTIONS | Engagement data is accurately reported by the respective social media platforms and reflects genuine user interactions as defined by those platforms. The social media platforms included in this KPI may be reviewed and adjusted over time to reflect changes in WFP's digital strategy, audience behaviour, platform relevance, emerging channels and the evolving external communications environment. The KPI will continue to measure performance across the platforms identified by WFP as strategically significant during the reporting period. |
LIMITATIONS | Engagement volume does not measure reach and sentiment Not all platforms define or calculate Engagement volume does not always mean positive sentiment or influence Furthermore, definitions and calculations of quantitative engagement vary across platforms, meaning that while this metric provides an overall aggregate, it does not disaggregate positive and negative engagements Not all platforms calculate engagement the same way, so while it gives an overarching aggregate, it may mask platform specific |
REVIEW FREQUENCY | Annual |
QCPR INDICATOR | False |
UN COMMON/ COMPLEMENTARY INDICATOR | True |
IS THE KPI A UN COMMON OR COMPLEMENTARY INDICATOR | UN Complementary |
CONTRIBUTING AGENCIES | UNDP, UNWOMEN, WHO, UN Secretariat |
POINT OF CONTACT | wfp.resourcestoresults@wfp.org |
38.MR.KPI - WFP Engagements on Social Media
- Updated on Oct 6, 2026
- Published on May 12, 2026
- 1 minute(s) read