How to use social media to communicate with governments
A presentation by Matthias Lüfkens at the UNICEF Communication Workshop on October 3, 2017 in Budapest
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Twiplomacy - Using Digital Media to Communicate with Governments
1. 1
Twiplomacy 2017
Using Social Media to Communicate with Governments
UNICEF Communication and Brand Workshop, Budapest 03.10.2017
#Twiplomacy @Luefkens @Twiplomacy
10. Digital Diplomacy - Twitter Connections
10
92%of all UN governments
118Foreign Ministries
93Foreign Ministers
147Heads of State & Government
4294Diplomatic Missions
1199Ambassadors
13. Twitter
13
@UNICEF’s Most Retweeted Tweet
Native videos perfom best on
UNICEF’s Twitter account: 9%
of all tweets are video Tweets
generating 24% of all
interactions.
15. UNICEF Twitter Statistics
15
Native videos perform best on UNICEF’s Twitter account with 1,171
average interactions almost twice as much as tweets with photos.
42. Tagging Influencers
42
- Use your own picture
- Tag 10 other people including the
@Guardian
- Mention the journalist
@MsKateLyons (889 followers, not
verified) rather than the @Guardian
The digital space is crowded and more and more fragmented.
Some channels may not exist in 15 years’ time, but these are the leading platforms today.
I believe international organisations need to be active on all of these platforms.
To reach their audiences,
To build communities,
To make ambassadors,
To create alliances,
Obviously each organisation will need to beef up their digital teams.
This presentation looks specifically at the main @UNICEF account, however what follows is relevant for all national and regional accounts.
The digital space is crowded and more and more fragmented.
Some channels may not exist in 15 years’ time, but these are the leading platforms today.
I believe international organisations need to be active on all of these platforms.
To reach their audiences,
To build communities,
To make ambassadors,
To create alliances,
Obviously each organisation will need to beef up their digital teams.
This presentation looks specifically at the main @UNICEF account, however what follows is relevant for all regional and local accounts.
UNICEF is present on
Facebook, Instagram, Twitter, but also on YouTube, Periscope, LinkedIn, Google+, Tumblr and Snapchat.
The Executive Director Tony Lake is not active on any social media channel and that might well be a mistake.
How is UNICEF doing on Social Media? Rather well methinks.Facebook Stats (September 2016 - 2017)
113 pages
UNICEF is
1st in terms of followers
2nd in terms of total interactions
56th in terms of interaction rate
20th average posts per day
2nd in terms of video views
55th in terms of Growth
How is UNICEF doing on Social Media? Instagram Stats (September 2016 - 2017)
76 accounts
UNICEF is…
1st in terms of followers
1st in terms of total interactions
2nd in terms of video views
42nd in terms of interaction rate
8th average posts per day
14th in terms of Growth
How is UNICEF doing on Social Media? Twitter Stats
172 accounts
UNICEF is…
2nd in terms of followers behind the UN
2nd in terms of total interactions behind WEF
152nd in terms of interaction rate
8th average posts per day
112th in terms of Growth
892 Twitter accounts, representing 92% of all UN governments, 356 million followers, Median average 16,848
634 Facebook pages, representing 89% of all UN governments, 283 million followers, Median average 38,891
359 Instagram accounts, representing 76% of all UN governments, 53 million followers in total
634 Facebook pages, representing 89% of all UN governments, 283 million followers, Median average 38,891
359 Instagram accounts, representing 76% of all UN governments, 53 million followers in total
Mutual relations on Twitter are a good indicator of the state of diplomatic relations between two countries
As of August 2017
eu_eeas 134
mfa_russia 128
foreignoffice 123
IsraelMFA 116
GermanyDiplo 111
NorwayMFA 108
LithuaniaMFA 107
MFAIceland 107
DutchMFA 105
francediplo 97
I will start with Twitter since it is the best platform to connect with influencers.
Native videos perform best on UNICEF’s Twitter account with 1,171 average interactions, almost twice as much as tweets with photos.
12 tweets per day, 20% of the tweets are retweets
Only 1% replies, 1 hashtag per tweet
84% of all UNICEF Tweets are link tweets which garner 72% of all interactions but only 371 average interactions per tweet.
43% of all UNICEF Tweets are photo tweets which garner 77% of all interactions and 767 average interactions per tweet.
Only 9% of all UNICEF Tweets are native video tweets which garner a quarter of all interactions and 1,171 average interactions per tweet.
Size Doesn’t Matter! It’s the quality that counts
The @Twiplomacy Twitter account has 51,000 followers
The account is followed by 2,226 other verified accounts
4.3% of our followers
The @UNICEF Twitter account has 6.42 million followers and counting.
The account is followed by 14,453 other verified accounts
0,22% of all followers are verified
UNICEF is the fourth most followed Twitter account by heads of state & government and foreign ministers.
@Twiplomacy which only has 50,000 followers is in 6th place!
Size doesn’t matter!
It is important to identify key influencers on Twitter and engage with them
By following them
By tagging them in tweets & pictures
By putting them in lists
BUT, do you know your followers?
It is probably wise to segment the followers and create Twitter lists
Twiplomacy public and private Twitter lists
Regular outreach to world leaders via Twitter Direct messages.
Twitter Direct Messages have an average response rate of 25%.
Twitter Direct Messages are not limited to 140 characters and you can send entire press releases.
Open Direct Messages to anyone.
Become Responsive. Chances are you will not be flooded by unwanted messages.
Add a custom welcome message and chatbots to guide your followers.
Add a custom welcome message and chatbots to guide your followers.
Hashtags for every campaign consistenly used.
#ForEveryChild official tagline
Consistently capitalize: #ForEveryChild
Misread: Forever Child, Early Monsters Matter
Long hashtags are difficult to read…
However, when searching for « Children » on Twitter.
Where is UNICEF?!?
Why do Andrés López and Manuel Moreno come up in this search for ChildrenRights?
Both UNICEF reps have added the relevant hashtags #ChildRights in their respective Twitter profiles.
Improve your Twitter Bio
Add hashtags
Add email or tel.
Add emojis
Provide support
Co-ordinate hashtags with other UN agencies.
#EWECisME ??? Every Woman, Every Child is ???
UNICEF has 17 Twitter Lists.
Twitter List with UNICEF offices worldwide.
Coordinate campaigns and tweet on all accounts.
The Foreign Ministry in Israel has launched its own Thunderclap campaign: IsraelRetweeted.me.
If you post something positive about Israel on Twitter using the hashtag #IsraelRetweetedMe they will chose the best tweet and amplify it on all 153 official accounts reaching over 1 million followers world wide.
More than 1,000 other users have subscribed to be part of this massive thunderclap campaign.
The Foreign Ministry in Israel has launched its own Thunderclap campaign: IsraelRetweeted.me.
If you post something positive about Israel on Twitter using the hashtag #IsraelRetweetedMe they will chose the best tweet and amplify it on all 153 official accounts reaching over 1 million followers world wide.
More than 1,000 other users have subscribed to be part of this massive thunderclap campaign.
Israel retweeted one of the Twiplomacy tweets which quickly became our most retweeted tweet ever.
Twitter Moments give your tweets a longer shelf life and they display beautifully on mobile devices.
Power of Visuals
Power of Visuals
Power of Visuals &
Power of Ambassadors
It pays to acknowledge the journalist by tagging him/her in the picture.
Tag influencers in the picture, a discreet and subtle way to nudge them.
Thread and link your tweets on the same topic by replying to your last tweet.
Twitter has extended the character limit to 280 characters.
Do you need 280 characters? No!
UNICEF’s tweets are on average 133 characters long and have received on average 388 interactions (RTs & Likes)
UNICEF’s tweets that were under 100 characters have received on average 661 interactions, almost twice as much as tweets above 100 characters
UNICEF’s tweets that were above 100 characters have received on average 369 interactions
Emojis will brighten up your tweets.
There is a new diplomatic sign language emerging and international organisations should consider some of the 1,620 characters now available.
Emojis are more than just a collection of smileys and even the Spock salute is an emoji.
Two thirds of the Facebook posts are photos which garner two thirds of all interactions.
A quarter of all Facebook posts are native videos which garner a third of all interactions.
Link posts and other videos perform below average.
-> Post more native videos
Social media engagement needs dialogue not monologue.
Facebook Live and Periscope are currently great tools to do live Q&A sessions.
During #UNGA 2017, UN Secretary General António Guterres did his first Facebook Live interview, answering selected questions from the general public.
UNHCR’s Melissa Fleming organizes bi-monthly Facebook Live chats about refugee issues.
Create private Facebook groups for journalists, influencers or supporters etc.
The International Federation of the Red Cross volunteer group has 30,000 members.
Perfect to amplify social media posts.
Create closed Facebook groups for journalists and influencers.
Create showcase pages for regional offices.
Create groups for regional offices in the respective language.
UNICEF has stunning pictures on its Instagram channel with close to 2 million followers.
But Instagram can also be used for public advocacy and to connect with influencers.
86% of all UNICEF Instagram posts are photos which garner 25,500 average interactions per post.
14% of all UNICEF Instagram posts are videos which garner more han a third of all interactions and on average three times as many as photos.
Instagram Stories will help you stay top of mind and top of feed of your Instagram followers.
The pictures from Instagram Stories can be re-purposed for Facebook and Twitter.
Twelve International Organisations have a presence on Snapchat.
Three of them do not have a profile picture yet.