TOURINFO- World Leaders on Facebook are BCW’s latest research into how world leaders, governments and international organizations communicate via social media. The research is part of BCW’s highly acclaimed annual Twiplomacy study. Initially focused solely on Twitter, the study has been expanded to other social media platforms including Facebook and Instagram.
According to the 2019 edition of World Leaders on Facebook, part of the acclaimed Twiplomacy series from BCW (Burson Cohn & Wolfe), the governments and leaders of 182 countries – seven more than in 2017 – had an official presence on the social network, representing 94 percent of the 193 UN member states.
One hundred and eight heads of state, 83 prime ministers and 88 foreign ministers maintain personal pages on Facebook and, in general, they are more popular than the pages of their respective institutions. As of March 1, 2019, all 692 personal and institutional Facebook pages of world leaders had a combined more than 345 million page likes and registered 767 million interactions since March 1, 2018.
Posts that show a personal and often lighter side of world leaders often perform well on Facebook. Much like any other Facebook user, world leaders sometimes share information about their private lives on the platform, celebrating birthdays, sharing pictures of their children and announcing their latest offspring. These personal posts are generally the most popular ones.
World Leaders with the Most Interactions
Facebook Live- A handful of leaders have taken matters into their own hands, holding their mobile devices in their own hands while going live on the go talking directly with their followers on Facebook Live. Armenian Prime Minister Nikol Pashinyan often updates his constituents about his government’s activities going live on Facebook from the back of his car or walking about in his office. The quality of the audio or the filming might not be the best, but the direct engagement has endeared his followers and he has made it into the Top 10 list of the world leaders with the most interactions.
