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Twiplomacy - How World Leaders use and abuse Twitter

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Examples of how head of state and government, ministers and ambassadors use Twitter. Presented at the Geneva School of Diplomacy on 24 October 2012.

Examples of how head of state and government, ministers and ambassadors use Twitter. Presented at the Geneva School of Diplomacy on 24 October 2012.

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  • 250 accountsofworldleaders, presidents and prime ministers, personal and institutionalaccounts.65% ofthe 193 countries,ie 128 countries theheadofstate, headofgovernmentortheirinstitutionis on Twitter.
  • Gettingstarted on Twitter…
  • Gettingstarted on Twitter…
  • José Manuel Barroso recentlyjoined Twitter
  • Greeted by hispeers
  • Creating connections.Hitch @David_Cameron, set up by the Conservative party doesn’tfollow @Najib_Mikati, noranyother world leader…
  • Creating connections.Hitch @David_Cameron, set up by the Conservative party doesn’tfollow @Najib_Mikati, noranyother world leader…
  • Creating connections.Hitch @David_Cameron, set up by the Conservative party doesn’tfollow @Najib_Mikati, noranyother world leader…
  • Creating connections.Hitch @David_Cameron, set up by the Conservative party doesn’tfollow @Najib_Mikati, noranyother world leader…
  • The #FF from William Hague prompted Laurent Fabius to finallyfollowhispeers. Untilthenheonlyfollowed one account, a film festival in Normandy.
  • The #FF from William Hague prompted Laurent Fabius to finallyfollowhispeers. Untilthenheonlyfollowed one account, a film festival in Normandy.
  • The #FF from William Hague prompted Laurent Fabius to finallyfollowhispeers. Untilthenheonlyfollowed one account, a film festival in Normandy.
  • Not followingpeers on Twitter willbeseen as a diplomaticsnub.
  • Manyleadersareusingtheir Twitter accountsonlytobroadcastpropaganda.Ilham Aliyev, thepresidentofAzerbaijandoes not tweethimself, nordidhisteameversent an @mentionor an @replytohis 20.000 followers.
  • Orpostingjobadsliketheformer Prime Minister ofUzbekistan.
  • Whatisthis? Itisthewordcloudwiththe 2000tweetssentby Paul Kagame.The Presidentof Rwanda tweetshimselfandisoneofthemostconversationalleaders on Twitter.92% ofhistweetsare @replies.
  • Whatisthis? Itisthewordcloudwiththe 2000tweetssentby Paul Kagame.The Presidentof Rwanda tweetshimselfandisoneofthemostconversationalleaders on Twitter.92% ofhistweetsare @replies.
  • Last year he even got into a very public Twitter spat with UK journalist Ian Birrell who had called him “despotic and deluded”« You have no basis foryourcomments and youdon’t know whatyou are talking about. »
  • A handfulofpresidents and prime ministershaveunderstoodhowtoconnectdirectlywiththeiraudience.
  • LebanesePrime Minister Najib Mikatiuses Twitter regularlyfordirectchatswithhisfollowers.
  • And so doesAustralian Prime Minister Julia Gillard.Heresheengages in a Twitter chatabout Child Care Sheispersonallyactive on Twitter signing her tweets JG.
  • US President Barack Obama didhisfirst Twitter townhall last summer,answering 8 questionsofhisthen 10 millionfollowers.Barack Obama nowhas 21 millionfollowers and isthemostpopularamongtheworldleaderswith 80 othersfollowinghimunilaterally.HowevertheWhiteHouseis not followinghimasitis a campaignaccount.
  • Obama joined a WhiteHousechat on the White House Twitter channelpersonallyanswering 9 questionsfromhisfollowers.Obama’ssocialmediaactivityseemstoincreaseastheelectionsapproach.
  • Obama joined a WhiteHousechat on the White House Twitter channelpersonallyanswering 9 questionsfromhisfollowers.Obama’ssocialmediaactivityseemstoincreaseastheelectionsapproach.
  • Malaysian Prime Minister Najib Razakreallyknowshowtoengagehisaudience.He tweetspersonallyandreallyengageshis half a millionfollowerswithquizzes.Who isthe 1st Finance Minister of Malaysia?The Malaysian PrimeMinisteralso uses sweepstakes to increasehisfollowership.NajibRazaksends T-shirts to the first 10 followerswhoanswercorrectly to the question whoisdepicted on the Malaysian Ringgit notes.
  • In spring 2012 he askedhisfollowerswhatgift he shouldgivetohis 500.000th folower.A coupleofdayslater he invitedfourofhisfollowersfor breakfast, a scenewhich he immortalizedwith a TwitPic.
  • In spring 2012 he askedhisfollowerswhatgift he shouldgivetohis 500.000th folower.A coupleofdayslater he invitedfourofhisfollowersfor breakfast, a scenewhich he immortalizedwith a TwitPic.
  • UK ForeignMinister WilliamHague met some of hisfollowers in September 2012
  • The Foreign Office recentlysolicitedinputfrom the public to revampits social media strategy.
  • The Foreign Office alsosolicits inputfrom the public to revampits social media strategy.
  • It issad to seethatmany leaders discover social media onlyduringelectioncampaings.DilmaRoussef, the Brazilianpresidenthad 300.000 followerswhenshewaselected in November 2010.She sent her last tweet on 13 December 2010 whensheannouncedthatshewouldfind more time for Twitter in 2012.Todayshe has over 1.7 million followers…Whosaysyouneed to tweet to increaseyourfollowers?
  • French President François Hollandehasabandonedhis 400.000 Twitter followers.The account was particularlyactiveduringtheelectioncampaign, live tweetinghisspeechesatmeetings.On Friday 18 May François Hollandesigned off elegantlysending a Follow Fridaytweetfor all newsaboutthepresidencyfollowthe Elysee Palace.The French presidentnowhasalmost half a millionfollowers.
  • French President François Hollandehasabandonedhis 400.000 Twitter followers.The account was particularlyactiveduringtheelectioncampaign, live tweetinghisspeechesatmeetings.On Friday 18 May François Hollandesigned off elegantlysending a Follow Fridaytweetfor all newsaboutthepresidencyfollowthe Elysee Palace.The French presidentnowhasalmost half a millionfollowers.
  • World leaders become photoreporters.
  • Prime Minister Medvedev shooting the bobbies on the beat in London.
  • Russian Prime Minister Dmitry Medvedev senthisfirsttweet in June 2010 aspresidentofRussia.Sincebecoming Prime Minister he has also puttheRussiangovernment on Twitter .He tweets in Russian and English and sometimestweetshimself…
  • Last December an insult aimed at jailed activist Alexey Navalny appeared on his Twitter stream.The tweet was quickly deleted but it sent the blogosphere into a frenzy.The Kremlin later admitted that an employee responsible for technical maintenance of the account committed unauthorised interference.
  • Estonian Prime Minister ToomasIlves was thefirstworldleadertouse foul language on Twitter.He was reactingto a blogpostabout Estonia by Nobel pricewinner, economist Paul Krugman.
  • It is ok to make spelling mistakes as this tweet from EU president Herman van Rompuy did before meeting the Mayor of Shanghai.
  • Don’tbeafraid to saysorry. This tweetwas sent by the digital team of former UK PM Gordon Brown.
  • When the digital team inadvertentlysendspersonal messages on the wrongaccount…You tweet an apologeticstatement...
  • Somepublicfiguresovershare.Hereisthe personal gmailaddressofUgandan Prime Minister AmamaMbabazi
  • Be human as FinnishForeignMinister Alexander Stubb
  • Be wittyevendiscussingserious issues.
  • Be funny and don’tbeafraid to rick-roll yourfollowers…
  • Be funny and don’tbeafraid to rick-roll yourfollowers…
  • Itisrefreshingtoseethat World Leaderscanbepersoponal on Twitter.
  • Don’tforgetseason’sgreetings…
  • South African President Jacob Zumahas a personal account but doesn’ttweethimself.However he sharedthistweetabouttaking off for a coupleofdays.
  • SwedishFroeignMinister Carl Bildpreferred to staywithhisfamilyratherthan go to Kabul…
  • Serendipitousencounters
  • Serendipitousencounters
  • The British Monarchy, a ratherformalaccounttheetedthis tune during the Jubilee concert…
  • The British Monarchy, a ratherformalaccounttheetedthis tune during the Jubilee concert…
  • VenezuelanPresident Hugo Chavez isthesecondmostpopularworldleader on Twitter.Hehasbeensharingupdatesabouthischemotherapyandseemstobetweetinghimselffrom a Blackberry.His footballscream was retweeted1500 times.

Transcript

  • 1. Twiplomacy How world leaders are using and abusing TwitterGeneva School of Diplomacy 24.10.2012 @Luefkens @B_M @Twiplomacy E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 2. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 3. 65% of all governments are on Twitter E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 4. Getting started E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 5. Getting started E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 6. Getting started E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 7. Twitter exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 8. Twitter exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 9. Creating connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 10. Creating connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 11. Creating connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 12. Creating connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 13. Creating Connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 14. Creating Connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 15. Creating Connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 16. Creating Connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 17. Quality over Quantity E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 18. Propaganda Tool E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 19. Policy Statements E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 20. Policy Statements E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 21. Political Statements E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 22. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 23. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 24. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 25. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 26. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 27. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 28. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 29. Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 30. Tweeting advice E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 31. Tweeting advice E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 32. Tweeting advice E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 33. Setting the record straight E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 34. Tweeting Job Ads E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 35. Thank your Followers E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 36. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 37. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 38. Twitter Chat E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 39. Twitter Chat E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 40. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 41. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 42. Twitter Chat E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 43. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 44. Engaging your followers E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 45. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 46. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 47. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 48. Reaching out E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 49. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 50. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 51. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 52. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 53. Tweeting Pictures E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 54. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 55. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 56. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 57. Watch your language E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 58. Making Mistakes E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 59. Saying Sorry E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 60. Correcting mistakes E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 61. Oversharing E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 62. Be human E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 63. Be witty E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 64. Be funny E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 65. Be funny E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 66. Be personal E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 67. Seasons’ Greetings E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 68. On Holidays E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 69. Taking a break E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 70. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 71. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 72. La la la la la E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 73. E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 74. Watching Football E V I D E N C E - B A S E D C O M M U N I C AT I O N S
  • 75. Thank YouMatthias Lüfkens, Matthias.Luefkens@bm.com @Luefkens E V I D E N C E - B A S E D C O M M U N I C AT I O N S