[liberationtech] The Annual Twiplomacy Study is out

[Lüfkens , Matthias]

How do world leaders use #Twitter, #Facebook, #Instagram and #Snapchat? Check 
out Burson-Marsteller's annual #Twiplomacy study http://bur.sn/Fs1D300DGkH and 
the new Twiplomacy.com website, the first social media atlas of world leaders 
and governments on social media.


[cid:image001.png@01D1BC16.E3174330]

Matthias Lüfkens

Managing Director Digital, EMEA HQ

18, bd des Philosophes, CH-1205 Genève

o +41 22 593 6926 | m +41 79 514 47 81 | 
matthias.luefk...@bm.com

Burson-Marsteller.com | 
@Twiplomacy | 
@Luefkens | 
/Luefkens




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[liberationtech] Twitter Has Become the Channel of Choice for Quick Government Interaction and Six-Second Soundbites

[Lüfkens , Matthias]

Twitter Has Become the Channel of Choice for Quick Government Interaction and 
Six-Second Soundbites

Annual Twitter Study Finds Governments Becoming Savvier in the use of the 
Social Media Channel

Geneva, 28 April 2015 - Over the past four years, Twitter has become the social 
media channel of choice for world leaders to reach large audiences with key 
messages and soundbites, according to Burson-Marsteller's 
Twiplomacyhttp://twiplomacy.com/ study, an annual global survey of world 
leaders on Twitter. Twiplomacy aims to identify the extent to which world 
leaders use Twitter and how they connect on the social network.

Governments are putting more effort into their social media communication and 
are including more visuals and videos in their tweets. Some, such as the 
@Elysee Palace, are regularly posting six-second Vine videos to summarize state 
visits or to cheer their national team, as the German Foreign Ministry did 
during the World Cup. A handful of leaders, including the Elysée Palace and the 
Kremlin, are also early adopters of Twitter's new livestreaming application, 
Periscope. Colombia's President Juan Manuel Santos has recently gone live on 
Periscope to announce the resumption of air raids against the FARC rebels.

Released today, the study analyzed 669 government accounts in 166 countries and 
revealed that 86 percent of all 193 United Nations (UN) governments have a 
presence on Twitter. One hundred and seventy-two heads of state and government 
have personal Twitter accounts and only 27 countries, mainly in Africa and 
Asia-Pacific, do not have any Twitter presence.

The Burson-Marsteller Twiplomacy Study has become an essential gauge of the 
power and reach of social media, said Donald A. Baer, Worldwide Chair and CEO, 
Burson-Marsteller. This fourth annual Burson-Marsteller Twiplomacy Study 
provides critically valuable insights about the communications practices and 
needs of leaders around the world.


As of 24 March 2015, the five most followed world leaders were U.S. President 
Barack Obama 
(@BarackObamahttp://twiplomacy.com/info/north-america/united-states/) (57 
million followers of the U.S. president's campaign account), Pope Francis 
(@Pontifexhttp://twiplomacy.com/info/europe/vatican/) with 20 million 
followers on his nine different language accounts, India's Prime Minister 
@NarendraModihttp://twiplomacy.com/info/asia/india/, Turkey's President Recep 
Tayyip Erdoğan (@RT_Erdoganhttp://twiplomacy.com/info/europe/turkey/) and the 
@WhiteHousehttp://twiplomacy.com/info/north-america/united-states/. However, 
the most followed world leaders follow few other peers, and they are hardly 
conversational. 
@BarackObamahttp://twiplomacy.com/info/north-america/united-states/ and the 
@WhiteHousehttp://twiplomacy.com/info/north-america/united-states/ only 
follow four other world leaders, namely Norway's Erna Solberg, Russia's Dmitry 
Medvedev, the UK government and Estonia's Foreign Minister Keit Pentus.

While @BarackObama is the most followed world leader, he is also dwarfed in 
terms of retweets per tweet by Pope Francis who averages almost 10,000 retweets 
for each tweet sent on his Spanish account, against 1,210 for each tweet sent 
by @BarackObama.

European foreign ministers also use Twitter to establish mutual connections, 
creating a virtual diplomatic network. French Foreign Minister Laurent Fabius 
(@LaurentFabiushttp://twiplomacy.com/info/europe/france/) is the best 
connected foreign minister, mutually connected to 100 peers. Russia's Foreign 
Ministry is in second position maintaining mutual Twitter relations with 93 
other world leaders. The Foreign Ministry in Paris is in third place with 90 
mutual connections. These mutual connections among foreign ministers allow for 
private conversations via direct messages on Twitter.

This study illustrates that governments are becoming savvier and more 
professional in the use of social media, said Jeremy Galbraith, CEO of 
Burson-Marsteller Europe, Middle East and Africa and Global Chief Strategy 
Officer. It is interesting to see how foreign ministries have honed their 
social strategies and built substantial dedicated teams to manage their online 
channels. We believe corporations can learn a lot from governments and their 
leaders on Twitter.

More than 4,100 embassies and ambassadors are now active on Twitter. In New 
York, Washington, London and Brussels, most diplomatic missions use Twitter to 
have a voice at the digital table. Canada, the EU, France, Israel, Mexico, the 
Netherlands, Poland, Russia, Spain, Sweden, Turkey, Ukraine, the UK and the 
U.S. have put most of their embassies and missions on Twitter. The UK Foreign 
Office in London also encourages personal engagement by its ambassadors, and it 
is virtually impossible to become a Foreign Office diplomat without using 
digital tools.

It always amazes me how quickly governments adapt to the ever changing social 
media landscape, said Matthias Lüfkens, 

[liberationtech] Twiplomacy Study - How International Organisations Tweet

[Lüfkens , Matthias]

Burson-Marsteller, a leading global public relations and communications firm, 
released the latest edition of its Twiplomacy (http://twiplomacy.com) study 
looking specifically at international organisations and their leaders on 
Twitter. The study shows that all leading international organisations have a 
Twitter account, and half of their leaders have active personal accounts on the 
social network.
@UNICEF, @UN, @Davos are the most followed international organisations on 
Twitter. The heads of the Arab League, the IMF and NATO are the most followed 
heads of international organisations on Twitter. On the website 
http://twiplomacy.com you will find full profiles for each of the 100 
international organisations analysed.
Best regards
Matthias Lüfkens
@Twiplomacyhttp://twitter.com/Twiplomacy


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Matthias Lüfkens

Practice Leader Digital EMEA

18, bd des Philosophes, CH-1205 Genève

o +41225936926 | m +41 79 514 47 81 | 
matthias.luefk...@bm.commailto:matthias.luefk...@bm.com

bm.comhttp://www.burson-marsteller.com/ 
@Luefkenshttps://www.twitter.com/Luefkens 
@BMdigitalhttps://www.twitter.com/BMdigital 
@Twiplomacyhttps://www.twitter.com/Twiplomacy






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