United Nations Development Programme (UNDP)
The United Nations Development Programme (UNDP) is the elite of the most active organisations on Twitter. Since it was set up in February 2009 the account has sent more than 23,000 tweets averaging an impressive 18 tweets every day which are scheduled via Hootsuite and sent out every hour. What makes the United Nations Development Programme stand out is its innovative use of hashtags. Every day the account shares content about the specific areas of UNDP’s work: #EqualityMonday, #EmpowerTuesday, #GreenWednesday, #EndHIVThursday, #EndPovertyFriday, #DemocracySaturday and #ResilenceSunday. Content posted is typically news releases, announcements, Helen Clark’s agenda, campaigns and initiatives. @UNDP also reports live from events and engages with followers. However, direct @replies are only 2% of the total tweets. @UNDP consistently mentions other Twitter users including @HelenClarkUNDP, mentioned 257 times since May 2013. The organisation understands how to engage with its followers, regularly asking questions and asking them to share their thoughts and point of views. The UNDP has one of the largest presences on Twitter with 112 official accounts listed on its Twitter list. The UNDP tweets in English, Arabic, French and Spanish to a combined audience of 410,000 followers.
Tweet analytics (as of 1 November 2013)
|Average of retweets:||19.01|
UN development chief, @HelenClarkUNDP is the fifth most followed head of an international organisation with more than 45,000 followers. She is the most active with more than 12 tweets per day and ranks as the third most conversational, with more than a quarter of her tweets being @replies. The former Prime Minister of New Zealand also ranks as the most connected and influential head of an international organisation on Twitter. She joined Twitter in September 2010, more than one year after she took office, to raise awareness for the Millennium Development Summit. “These networks are an incredibly powerful advocacy tool to educate and interact on the challenges and opportunities we face, and to work together to address them”, she said during her first live Twitter chat on International Women’s Day in March 2011. She regularly participates in Twitter chats, replying for one hour to questions posted about specific topics. From her iPhone her staff consistently post photos of her meetings and travels including a picture of her driving a tractor in Georgia.