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Our Thinking

Twiplomacy 2017

Our Thinking

Twiplomacy 2017

Twiplomacy is the pre-eminent global study of world leaders on social media, conducted by leading strategic communications and global public relations firm Burson-Marsteller.

Burson-Marsteller identified 856 Twitter accounts of heads of state and government, foreign ministers, and their institutions in 178 countries worldwide. The study analyzes each leader’s Twitter profiles, tweet history and their connections with each other.

Data was collected on May 22, 2017 using Burson-Marsteller’s proprietary Burson Tools to analyze the 731,880 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.

We also used Crowdtangle.com to capture the historic data for all accounts including the total interactions (likes and retweets), interaction rates as well as all video views and posts over the past 12 months.

Burson-Marsteller looked at each account to see if it has a header picture, if the account is dormant, active or protected and if the world leader tweets personally. We checked the language the account tweets and checked for the presence of Twitter lists.