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Burson-Marsteller, Geneva 16.03.2015#Twiplomacy @Luefkens @Twiplomacy @BMdigital
How International Organisations Tweet in 2015
The United Nations Children's Fund is by far the most effective international organisation on Twitter
considering that each tweet sent by @UNICEF is retweeted on average 184 times. The @UN is second with
141 retweets per tweet followed by the European Organisation for Nuclear Research (@CERN) with 121
retweets per tweet. @WWF, @WHO, and @Greenpeace complete the Top five list.
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How International Organisations Tweet in 2015
Not surprisingly the @UN has become the most followed international organisation with 3,676,825 followers
ahead of @UNICEF with 3.5 million followers. Two other organisations have more than a million followers
namely the @WEF and @WHO. @Refugees, @HRW, @WWF, @Greenpeace, @CERN, and the
@WorldBank complete the top 10 list with more than a million followers each.
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How International Organisations Tweet in 2015
Human Rights Watch (@HRW) is the most active international organisation posting on average 36 tweets
per day. The World Economic Forum is the second most active organization posting on average 27 tweets
per day, driving followers to its blog. The @EspacioOEI is in third position with 26 tweets per day.
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How International Organisations Tweet in 2015
In general International Organisations are hardly conversational with the notable exception of the World
Health Organization (@WHO), the European Organisation for the Safety of Air Navigation (@Eurocontrol),
and the International Maritime Organization (@IMOhq) with a third of their tweets being @replies to queries
by followers.
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How Leaders of Intl. Organisations Tweet in 2015
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How Leaders of Intl. Organisations Tweet in 2015
In terms of average retweets per 100 followers Pierre Krähenbühl (@PKraehenbuehl), the Commissioner
General of @UNRWA is by far the overall champion thanks to a series of personal tweets he sent during the
attack on Gaza in July 2014 which have been retweeted several thousand times.
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How Leaders of Intl. Organisations Tweet in 2015
Nabil Elaraby, the Secretary General of the Arab League is the most followed. His personal institutional
Twitter account @lassecgen was set up under his predecessor. NATO Secretary General and former Prime
Minister of Norway @JensStoltenberg, early adopter of the micro-blogging service is in second position
followed by Christine @Lagarde, the Managing Director of the International Monetary Fund (IMF).
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How Leaders of Intl. Organisations Tweet in 2015
Kenneth Roth, the Director of Human Rights Watch (@HRW) is the most prolific leader of an international
organisation, producing 25 tweets per day. UNDP’s Administrator @HelenClarkUNDP is the second most
active tweep after @KenRoth with more than 18 tweets each day.
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How Leaders of Intl. Organisations Tweet in 2015
Richard Sezibera, the Secretary General of the East African Community is the most conversational head of
an international organisation. More than half of his tweets are @replies to other users. He is followed by
NATO Secretary General @JensStoltenberg and the President of the African Development Bank
@DonaldKaberuka with 41% and 27% @replies respectively.
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How International Organisations Tweet in 2015
@Greenpeace was the first international organisation to sign up to Twitter on 4 April 2007, followed by the
World Economic Forum (@WEF) two weeks later. Fourteen organisations signed up in 2008, including
@WWF, @UN, @Refugees, @WHO and the Federation of the Red Cross and Red Crescent Societies.
Being early adopters has definitely helped these organisations garner large following on their accounts.
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