Burson-Marsteller, a leading global public relations and communications firm, today released the latest edition of its ?Twiplomacy? (http://twiplomacy.com) study looking specifically at International Organizations and their leaders on Twitter. The study shows that all leading international organizations have a Twitter account, and half of their leaders have active personal accounts on the social network.

The findings indicate that the United Nations Children’s Fund (@UNICEF) is the most followed international organization with more than two million followers. @UNICEF is also the second most effective organization after the European Organization for Nuclear Research (@CERN) because both organizations? tweets are retweeted on average more than 100 times.

The ?Twiplomacy? study is the leading research of its kind, aimed at identifying to what extent world leaders; governments and international organizations use Twitter. In early November 2013, Burson-Marstelleranalysed223 accounts of 101 international organizations.

?Understanding the use and application of social media is now essential to effective strategic communications efforts,? said Burson-Mars teller?s Worldwide Chair and CEO Don Baer. “Our Twiplomacy study has become the industry standard for advancing that understanding and is a prime example of what we mean by Burson-Marsteller, Being More.”

?This study illustrates how organizations can use Twitter in a novel way with the innovative use of hashtags, Twitter Q&As and direct message campaigns that have can make a big impact regardless of the number of their followers?, said Jeremy Galbraith, CEO of Burson-Marsteller Europe, Middle East and Africa. ?It is interesting to see that while half of the heads of international organizations have personal Twitter accounts, few tweet themselves.?

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