• The Best connected World Leaders on Twitter

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    Twiplomacy is the leading global study of world leaders on Twitter. The governments of more than three-quarters (77.7%) of the 193 UN member countries have a presence on Twitter: Almost half of the 505 accounts analysed are personal accounts of heads of state, heads of government and ministers of foreign affairs; a third of these world leaders tweet themselves, but very few on a regular basis.

    This study shows that Twitter has become a formidable communication tool allowing the broadcast of short messages to millions of followers. At the same time the social network invites direct interaction between users and two-thirds (68%) of world leaders have made mutual connections with their peers.

    A quarter of world leaders and governments unilaterally follow President Barack Obama and the White House, but @BarackObama and the @WhiteHouse have established mutual Twitter relations with only four other world leaders.

    Swedish Foreign Minister @CarlBildt is the best connected world leader, mutually following 44 peers. Ugandan Prime Minister @AmamaMbabazi is the most conversational world leader with 96% of his tweets being @replies to other Twitter users.

    Many governments also use Twitter as an automated news feed from their website or Facebook page. As of 1 July 2013 the 505 accounts enjoyed a combined following of 105,733,356.

    More than two-thirds of African governments have a presence on Twitter and African leaders are generally among the most conversational Twitter users. Twitter is very popular among Latin American leaders where almost all governments have a Twitter presence with very large numbers of followers.

    Most Latin American presidents have personal accounts and they frequently communicate with each other publically on Twitter such as Argentina’s President Cristina Fernández de Kirchner @CFKArgentina, who is Latin America’s most followed leader with over 2.1 million followers

    Twitter is also becoming the communication tool of choice for three-quarters of Asian governments. Indonesian President Susilo Bambang Yudhoyono @SBYudhoyono has enjoyed phenomenal follower growth over the past 2.5 months. Australia’s Prime Minister Kevin Rudd @KRuddMP is among the most conversational leaders, frequently sharing personal moments on Twitter.

    Click here to read the Executive Summary. Click on the continents above (Africa, Asia, Europe, North America, South America, Oceania) and select your country.

  • Twiplomacy Study 2013 – International Organisations


    Over the past six years, most international organisations have embraced social media – and especially Twitter – to increase their outreach and digital impact. Some international organisations, such as the World Health Organisation (@WHO), have gone ‘Twitter first’, updating their Twitter feed before updating their website.

    In the latest installment of Burson-Marsteller’s award-winning Twiplomacy research series, we have taken a closer look at how international organisations use Twitter to see what the best strategies are and what corporations could learn from the non-profit sector.

    In this deep-dive on international organisations and their leaders, we have looked at 223 Twitter accounts from101 international organisations, including 51 personal accounts of their leaders and 75 accounts in other languages. Data for each account was gathered on 1 November 2013 looking at 60 data points, including the number of followers, the number of @replies and the average number of retweets for each account.

    How_Heads_tweetThe United Nations Children's Fund (@UNICEF) is the most followed international organisation with more than 2 million followers. @UNICEF is also the second most effective international organisation after the European Organisation for Nuclear Research (@CERN); both organisations’ tweets are retweeted on average more than 100 times.

    Nabil Elaraby, the Secretary General of the Arab League is the most followed head of an international organisation with more than 346,000 followers. Christine Lagarde, the head of the International Monetary Fund (IMF) and NATO’s Secretary General Anders Fogh Rasmussen are in second and third position with more than 150,000 followers each.

    To learn more about how international organisations are using Twitter, read the full Executive summary here.