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Twitter, Facebook ultimate channel for digital diplomacy

By Ciara Alarcon - on 2 Jun 2016, 5:07pm

Twitter, Facebook ultimate channel for digital diplomacy


According to Burson-Marsteller ‘Twiplomacy’ study – an annual global survey of world leaders on social media, governments use Twitter most but have larger audiences on Facebook pages.

Over the past five years, Twitter has become the ultimate channel for digital diplomacy for world leaders and governments. It is the prime social network used by heads of state and government in 173 countries. Facebook is the second-most used social media by world leaders, with 169 governments having set up official pages.

However, leaders have on average twice as many followers on their Facebook pages as followers on Twitter.

Meanwhile, YouTube ranks third among social sharing platforms, used by 78 percent of all UN member states, ahead of Instagram which is used by 70 percent.

The 2016 edition of Twiplomacy, which previously focused solely on Twitter, has been expanded to examine the use of other social media platforms including Facebook, Instagram, YouTube and more niche digital diplomacy platforms such as Snapchat, LinkedIn, Google+, Periscope and Vine.

The Twiplomacy website includes live rankings and the first ever social media atlas for each country studied.

Nevertheless, Burson-Marsteller’s Twitter study revealed that a massive following does not always translate into influence.

Source: Burson-Marsteller