The linkypedia project set out to answer these kinds of questions. A local installation of linkypedia, with modifications, has been used to generate the statistics presented here. All links are from pages on Wikipedia to pages on the domain http://www.nhm.ac.uk/.
Measuring Impact via Page Views
One (probably flawed) measure of an organisation's Wikipedia impact is the number of page views on Wikipedia pages that reference that organisation.
The following data are total page view from December 2007 to December 2012 (and ignores the fact that these pages might not have had links for all of this time).
| Wikipedia Page | Number of links to www.nhm.ac.uk | Page views Dec' 07 - Dec' 12 | |||
| Cat | 1 | 19,958,264 | |||
| Charles Darwin | 1 | 15,323,809 | |||
| Dinosaur | 1 | 10,740,744 | |||
| Horse | 1 | 10,692,007 | |||
| Great Britain | 1 | 9,669,059 | |||
| Chocolate | 1 | 9,243,390 | |||
| Tomato | 2 | 6,756,291 | |||
| Tyrannosaurus | 3 | 6,012,785 | |||
| Cattle | 1 | 5,868,187 | |||
| Homeopathy | 1 | 5,378,978 | |||
| Taxonomy | 3 | 5,303,333 | |||
| Dodo | 2 | 5,210,713 | |||
| James Cook | 2 | 4,977,016 | |||
| Nature | 1 | 4,874,884 | |||
| Pangaea | 1 | 4,827,257 | |||
| Binomial nomenclature | 2 | 4,514,425 | |||
| Moose | 1 | 4,432,025 | |||
| Giant squid | 1 | 4,209,529 | |||
| Eggplant | 2 | 3,910,621 | |||
| Largest organisms | 3 | 3,585,714 |
There's a pretty good correlation between this list and things the NHM is known for, I guess some people might be surprised that homoeopathy makes the list but the link is to a debate between Peter Fisher and Ben Goldacre held at the museum.
The graph below shows that of the 13,000+ articles linking to www.nhm.ac.uk most are in the long tail of page views, and relatively few articles with links to the NHM have over 1,000,000 page views. 
Another way of measuring Wikipedia impact might be to see how many links to an organisation's website there are on pages that relate to the organisation's core activities. The following table shows the Wikipedia articles with the most links to the NHM's website.
| Wikipedia Page | Number of links to www.nhm.ac.uk | Page views Dec' 07 - Dec' 12 | |
| Sematurinae | 62 | 5,722 | |
| Wildlife Photographer of the Year | 9 | 24,226 | |
| Chris Stringer | 7 | 48,001 | |
| Natural History Museum | 6 | 945,997 | |
| Nemapogon granella | 6 | 5,996 | |
| Bumblebee | 6 | 2,567,265 | |
| Systematic & Applied Acarology Society | 5 | 96 | |
| Nemapogon | 5 | 3,001 | |
| Systematic & Applied Acarology | 4 | 209 | |
| Amastus | 4 | 3,833 | |
| Tinea pellionella | 4 | 23,723 | |
| Niditinea | 4 | 1,805 | |
| Niditinea fuscella | 4 | 3,045 | |
| Tinea trinotella | 4 | 3,443 | |
| Tineola bisselliella | 4 | 196,615 | |
| Monopis laevigella | 4 | 6,212 | |
| Monopis obviella | 4 | 2,359 | |
| Ectropis | 4 | 6,279 | |
| Perizoma | 4 | 6,880 | |
| Drepanogynis | 4 | 1,492 |
Most of these are species or genera or months, so there is some obvious scope for improvements in other areas of study. (In fact there are a few thousand stub articles on lepidoptera that have little more than a link to a catalogue on the NHM website). Chris Stringer is a member of NHM staff, and the Wildlife Photographer of the Year is owned jointly by the NHM and the BBC.
More results to follow.
Measuring the Impact of Wikipedia for organisations (Part 1) by Ed Baker is licensed under a Creative Commons Attribution 3.0 Unported License.
