Monday Sep 23, 2024
Monday Sep 23, 2024
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Twiplomacy aims to identify the extent to which world leaders use Twitter and how they connect on the social network. In early June 2014, Burson-Marsteller analyzed 643 government accounts in 161 countries. Only 32 countries, mainly in Africa and Asia-Pacific, do not have any Twitter presence.
“We are proud that, now in its third year, the Burson-Marsteller Twiplomacy study has become a must-read on social media’s growing importance among world leaders,” said Donald A. Baer, Worldwide Chair and CEO, Burson-Marsteller. “This year we have seen a 28% rise in Twitter accounts among government users, a dramatic increase in efforts to reach people around the world.”
Five most followed world leaders
As of 25 June 2014, the five most followed world leaders were US President Barack Obama (@BarackObama) (43 million followers of the US President’s campaign account), Pope Francis (@Pontifex) with 14 million followers on his nine different language accounts, Indonesia’s President Susilo Bambang Yudhoyono (@SBYudhoyono) (5 million followers), @NarendraModi and the @WhiteHouse. However, the most followed world leaders follow few other peers, and they are hardly conversational. @BarackObama and the @WhiteHouse only follow three other world leaders, namely Norway’s Erna Solberg, Russia’s Dmitry Medvedev and the UK government.
Conversely, foreign ministers use Twitter to establish mutual connections, creating a virtual diplomatic network. French Foreign Minister Laurent Fabius (@LaurentFabius) is the best connected foreign minister, mutually connected to 91 peers and world leaders. The European Union External Action Service (@eu_eeas) is second with 71 mutual connections, and Swedish Foreign Minister Carl Bildt (@CarlBildt) is third with 68 mutual connections. These mutual connections among foreign ministers allow for private conversations via direct messages on Twitter.
“This study illustrates that while the number of followers is important, the number of mutual connections is even more important,” 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 created large digital networks on Twitter where not every tweet is approved by lawyers and press officers. Corporations and CEOs can learn a lot from politicians on Twitter, in terms of embracing digital tools for communications and how to connect with peers and influencers.”
Twitter and diplomacy
More than 3,100 embassies and ambassadors are now active on Twitter: Canada, France, Israel, Mexico, the Netherlands, Poland, Russia, Spain, Sweden, Turkey, Ukraine, the UK and the US 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.
Pope Francis (@Pontifex) is the most influential world leader on Twitter. His Spanish tweets are retweeted on average more than 10,000 times each. The tweets of Venezuelan President Nicolas Maduro are retweeted 2,000 times. In comparison, @BarackObama’s tweets are only retweeted an average 1,400 times each, despite his massive following.
“Twitter has become a powerful channel for digital diplomacy and 21st century statecraft,” said Matthias Lüfkens, Burson-Marsteller’s EMEA Digital Practice Leader and author of the report. “It always amazes me how quickly social media teams, and sometimes politicians themselves, react to direct messages sent on Twitter. Twitter has become one of the most powerful communication tools and provides a direct line to our leaders. World leaders might not necessarily read the tweets addressed to them, but their teams certainly monitor the Twitter activity.”
Other key findings
All but one of the G20 governments have an official Twitter presence, and six of the G7 leaders have a personal Twitter account. However, few world leaders are tweeting themselves. Notable exceptions include Estonian President Toomas Henrik Ilves (@IlvesToomas), Swedish Foreign Minister @CarlBildt and Finnish Prime Minister Alex Stubb (@AlexStubb).
Barack Obama was the first world leader to sign up to Twitter on 5 March 2007 (at the time as Senator Obama) as user #813,286. Mexican president Enrique Peña Nieto (@EPN), Belgian Prime Minister Elio Di Rupo (@ElioDiRupo), Canadian Prime Minister Stephen Harper (@PMHarper) and the US State Department @StateDept are among the early adopters, all having joined later in 2007.
To access the complete analysis of these findings, visit: http://twiplomacy.com.
