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Twiplomacy studija 2014

Twiplomacy studija 2014

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Published by: Vlada Republike Hrvatske on Jul 08, 2014
Copyright:Traditional Copyright: All rights reserved


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Heads of state and government on Twitter
 July 2014
Executive Summary – Introduction
World leaders vie for attention, connections and followers on Twitter, that’s the latest finding of Burson-Marsteller’s Twiplomacystudy 2014, an annual global study looking at the use of Twitter by heads of state and government and ministers of foreign affairs.While some heads of state and government continue to amass large followings, foreign ministers have established a virtual diplomatic network by following each other on the social media platform.For many diplomats Twitter has becomes a powerful channel for digitaldiplomacy and 21 century statecraft and not all Twitter exchanges arediplomatic, real world differences are spilling over reflected on Twitter andsometimes end up in hashtag wars.
“I am a firm believer in the power of technology and social media to communicate with people across the world,” 
 India’s new Prime MinisterNarendra Modi wrote in his inaugural message on his new website. Withinweeks of his election in May 2014, the @NarendraModi account has movedinto the top four most followed Twitter accounts of world leaders with close tofive million followers.More than half of the world’s foreign ministers and their institutions are activeon the social networking site. Twitter has become an indispensable diplomaticnetworking and communication tool. As Finnish Prime Minister @AlexStubb wrote in a tweet in March 2014:
“Most people who criticize Twitter are often not on it. I love this place. Best source of info. Great way to stay tuned and communicate.” 
As of 25 June 2014, the vast majority (83 percent) of the 193 UN member countries have a presence on Twitter. More than two-thirds (68 percent) of all heads of state and heads of government have personal accounts on the social network.As of 24 June 2014, the vast majority (83 percent) of the 193 UN member countries have a presence on Twitter. More than two-thirds (68 percent) of all heads of state and heads of government have personal accounts on the social network.
Most Followed World Leaders
Since his election in late May 2014, India’s new Prime Minister @NarendraModi has skyrocketed into fourth place, surpassing thethe @WhiteHouse on 25 June 2014 and dropping Turkey’s President Abdullah Gül (@cbabdullahgul) and Prime Minister Recep Tayyip Erdo
an (@RT_Erdogan) into sixth and seventh place with more than 4 million followers each.
Modi still has a ways to go to best U.S. President @BarackObama, who tops the world-leader list with acolossal 43.7 million followers, with Pope Francis @Pontifex) with 14 million followers on his nine differentlanguage accounts and Indonesia’s President Susilo Bambang Yudhoyono @SBYudhoyono, who hasmore than five million followers and surpassed President Obama’s official administration account@WhiteHouse on 13 February 2014.In Latin America Cristina Fernández de Kirchner, the President of Argentina @CFKArgentina is slightlyahead of Colombia’s President @JuanManSantos with 2,894,864 and 2,885,752 followers respectively.Mexico’s President Enrique Peña Nieto @EPN, Brazil’s Dilma Rousseff @dilmabr and Venezuela’s @NicolasMaduro complete the Latin American top five, with more than two million followers each.Kenya’s Uhuru Kenyatta @UKenyatta is Africa’s most followed president with 457,307 followers, ahead ofRwanda’s @PaulKagame (407,515followers) and South Africa’s Jacob Zuma (@SAPresident) (325,876 followers). Turkey’s @Ahmet_Davutoglu is the most followed foreign minister with 1,511,772 followers, ahead of India’s @SushmaSwaraj (1,274,704 followers) and the Foreign Minister of the United Arab Emirates @ABZayed (1,201,364 followers)
Does Size Really Matter?
The meteoric rise of the Indian and Indonesian presidents shows that leaders of the most populous countries have a clearadvantage in garnering a large army of dedicated followers. The number offollowers of a country’s leader has even become a question of national pride.Iran’s President @HassanRouhani has seen the most impressive growth ofhis account over the past year. Since our last study published in July 2013,the number of his followers multiplied by 19. The foreign ministry of Ukraine(@MFA_Ukraine) has seen its follower numbers multiplied by eleven and theEnglish account of Russian President Vladimir Putin @PutinRF_Eng almostquintupled reflecting the global interest in the region. The average growth rateof the accounts analyzed has been 137 percent year on year.In 2016 @BarackObama will take his account into retirement and become theelder statesman with the largest social media following. Interestingly the@WhiteHouse and other official U.S. government accounts do not follow @BarackObama. By law there is a strict separationbetween the government accounts and personal campaign accounts. The White House has already reserved the @POTUSaccount should the next President of the United States decide to use an official personal Twitter account. The @BarackObamaaccount, set up in early 2007, has been on Twitter’s suggested user list and is still growing as it is often suggested to new Twitterusers.The five most followed world leaders have one thing in common: they have discovered Twitter as a powerful one-way broadcastingtool; they are only following a handful of other world leaders, if any, and are hardly conversational which is almost impossible, giventhe sheer size of their audience.
Pope Francis the Most Influential
“Four more years.” 
 @BarackObama’s Twitter picture sent on the day after the U.S. presidential election has become one of themost popular tweets ever, retweeted 806,066 times. However since then, the engagement on the account has been in decline. U.S.President @BarackObama might be the most followed world leader, but how influential is he really?The @BarackObama account is a campaign account, which is not followed by the @WhiteHouse and squarely geared towards anAmerican audience, almost never tweeting about foreign affairs.