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Our Thinking

Twiplomacy 2016

Our Thinking

Twiplomacy 2016

Twiplomacy is Burson-Marsteller's leading global study of world leaders on social media. This year's study has been expanded to include other social media platforms such as Facebook, Instagram and YouTube, as well as more niche digital diplomacy platforms such as Snapchat, LinkedIn, Google+, Periscope and Vine.

Burson-Marsteller identified 793 Twitter accounts of heads of state and government, foreign ministers and their institutions in 173 countries worldwide. The study analyzes each leader’s Twitter profiles, tweet history, and their connections with each other.

Data was collected on May 1, 2016 using Burson-Marsteller’s proprietary Burson Tools to analyze the 628,000 possible Twitter connections between world leaders. Other variables considered included: tweets, following, followers, the date the user joined Twitter, tweets/day, retweets, percent of retweets, @replies, percent of @replies, tweets retweeted, average number of tweets retweeted.
View the full study website
View the full study as pdf
View the press release 
Download the data set