International Organisations and their leaders need to go social

The United Nations Children’s Fund is the most followed international organisation on Twitter, according to Burson-Marsteller’s Twiplomacy study.

The research looks specifically at the influence of international organisations and their leaders on Twitter and due to the increased use of social media globally, the understanding of what and who is effective online is vital to many communications strategies in today’s society.

@UNICEF is also the second most effective organisation, just below the European Organisation for Nuclear Research (@CERN), with both accounts getting on average 100 tweets, retweeted.

While, Nabil Elarby, the secretary general of the Arab League is the most followed head of an international organisation with more than 346,000 followers.

Matthias Lüfkens, Burson-Marsteller’s Digital Practice Leader EMEA and author of the report states: “Organisations that put more resources into their digital communications are the ones who will be most effective over the coming years”.