38.MR.KPI - WFP Engagements on Social Media

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

• Define the timeframe for analysis

• Choose the social-media platform for analysis

• Export data from social media analytics services (or aggregated version of the same if/when available)

• Perform analyses

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) or aggregated via Hootsuite

AUTOMATION

Partially automated

BASELINE VALUE

2,645,261 engagements

ASSUMPTIONS

Engagement data is accurately reported by the respective social media platforms and reflects genuine user interactions as defined by those platforms

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.performanceplanning@wfp.org