World Leaders on Facebook 2018


 Technically, Facebook is a largest nation in a universe with 2.2 billion monthly active users. Since 2015, a array of users on Facebook has surpassed a race of China, a many populous nation on earth and 1.4 billion people are active on a height any day.

  • How do universe leaders and governments bond with their adults on a platform?
  • Are universe leaders broadcasting to their electorate or interacting with their followers?
  • Are universe leaders manageable to messages from their fans?
  • Do universe leaders bond with other governments by fondness any other’s Facebook page?

These are some of a questions a latest investigate about World Leaders on Facebook seeks to answer. The World Leaders on Facebook investigate was conducted by Burson Cohn Wolfe, a top-three, full-service, tellurian communications organisation with low imagination in digital and integrated communications.

As of Mar 15, 2018, a governments and leaders of 175 countries had an central participation on a amicable network, representing 91 percent of a 193 UN member states. The 650 Facebook personal and institutional pages of universe leaders, governments and unfamiliar ministries analyzed in this investigate have a sum sum of 309.4 million page likes as of Mar 15, 2018. Since Jan 1, 2017 they have published a sum of 536,644 posts that have garnered tighten to 900 million interactions.

Barack Obama was a initial universe personality to set adult his possess Facebook page, in Mar 2007, when he was still Governor of Illinois. Over a past decade, Facebook has turn a channel of choice for enchanting intensity electorate during choosing campaigns. While many politicians learn amicable media channels during choosing campaigns, amicable media rendezvous has turn partial of normal supervision communications.

Indian Prime Minister Narendra Modi has a biggest assembly on Facebook, with some-more than 43.2 million page likes, roughly half as many as U.S. President Donald Trump who has 23.1 million page likes on his personal Facebook page.

donaldtrump-facebook-pageDonald Trump posts an normal of 5 times per day, some-more than twice as many as a Indian Prime Minister and, given Jan 1, 2017, his page has accrued 204.9 million interactions (comments, likes and shares), roughly twice as many as Narendra Modi with 113.6 million interactions.

Only a handful of universe leaders conduct their pages on their own, or post on their timeline themselves. This is generally finished by their amicable media teams. However, there are important exceptions.

jacinda-ardern-facebook-live-01New Zealand’s new Prime Minister, Jacinda Ardern, mostly posts unpretentious Facebook live broadcasts from her home during Premier House and even from her car, updating her supporters about a latest supervision decisions and responding questions as they come in live.

The 37-year-old politician has turn a “most loved” universe personality given 14 percent of her Facebook interactions are adore hearts sent by her followers, that is all partial of what has turn famous Down Under as #JacindaMania. In addition, her videos are now consistently subtitled for a conference impaired.

lars-lokke-rasmussen-live-01Danish Prime Minister Lars Løkke Rasmussen spasmodic takes a smartphone into his possess hands and posts live videos, including a live New Year’s message during dual mins past midnight as fireworks bright a night sky of Copenhagen, or a good night message while eating pizza after a prolonged day during work.

anders-samuelsen-live-02Danish Foreign Minister Anders Samuelsen is visibly carrying fun on his personal Facebook page. He posts a occasional selfie and brief video snippets from his activities, from singing Dancing in a Moonlight with a organisation of youngsters in a transport to pushing by a streets of Paris or simply personification with a fidget spinner.

These tender and unedited videos competence not have many news value, though they yield a glance into “life as a Foreign Minister of Denmark” and are positively enchanting for his 95,000-strong Facebook audience.

Singapore’s Prime Minister Lee Hsien Loong entertains his 1.1 million supporters with occasional personal snapshots, mostly regulating a hashtag #GuessWhere and enlivening his supporters to theory a plcae where a print was taken.

Posts that uncover a personal and mostly lighter side of universe leaders mostly perform good on Facebook. Much like any other Facebook user, universe leaders infrequently share information about their private lives on a platform, celebrating birthdays, pity cinema of their children and announcing their latest offspring. These personal posts are generally a many renouned ones.

Government use of Facebook varies from nation to country. While some pages merely foster a daily activity of their leaders, others rivet with their citizens, replying to a many distinct comments and even permitting a free-flow of caller posts on their sold pages.

Facebook has turn a place where adults can simply send private messages to their supervision leaders around Facebook Messenger. However, a investigate has found that few universe leaders indeed respond to private messages on a height and many simply use a height as a one-way broadcasting channel.

With their publications on Facebook, universe leaders can now strech an assembly of millions of Facebook users worldwide, regardless of a array of likes on their sold pages.

What Type of Content Do World Leaders Post?

The 650 pages analyzed in a investigate have common 536,644 posts given Jan 1, 2017. World leaders especially tend to share posts with photos, accounting for 52 percent of all their Facebook publications. These print posts beget an normal of 1,750 interactions per design and comment for 54 percent of all interactions. Twenty-three percent are posts with links to other websites, mostly including a visual. These integrate posts perform reduction good and usually beget 438 interactions per post, or 6 percent of all interactions.

Not surprisingly, videos and live videos perform best on Facebook. Native Facebook videos paint 17 percent of all a posts, though beget 31 percent of all interactions. A Facebook video garners, on average, 2,615 interactions and live videos have a best rendezvous with an normal of 4,489 interactions per broadcast. Live videos beget a many likes, comments and shares and are clearly appreciated by users. The 91,266 Facebook videos posted on universe leaders’ pages have been noticed 5.4 billion times with an normal perspective count of 70,790 per video.

Links to YouTube and other videos common on Facebook beget a fewest interactions with usually 397 interactions per common video. Only 2 percent of all posts are links to other videos.

Only 7 percent of all a publications are text-only standing updates though any visuals. These standing updates generate, on average, 2,137 interactions with 20 percent of reactions as sad, as unhappy news is mostly common as a elementary standing post.

Facebook Photos

photo-most-popularThe picture of Indian Prime Minister Narendra Modi praying during a 11th century Lingaraj Temple in Bhubaneswar, East India has turn a many renouned print common by a universe personality in 2017 with a sum of 1.2 million interactions, including 1.1 million likes. The 5 many favourite cinema in 2017 were all posted by a Indian Prime Minister, including a design of Modi receiving a bicycle from Dutch Prime Minister Mark Rutte.

The supervision of Ethiopia leads a rankings in terms of a array of cinema posted, carrying published 11,498 cinema given Jan 1, 2017 that is 2,927 some-more than a supervision of Botswana, that is in second place, followed by a supervision of Pakistan with some-more than 6,000 cinema posted in a same period.

Family cinema seem a hoard a best rendezvous on Facebook, as evidenced by dual renouned posts of Donald Trump.

donald-trump-link-postThe repost of an Instagram design from Donald Trump Jr. on President Trump’s Facebook page has turn a many favourite and common ‘link post’ of any universe personality in 2017. The picture arrangement a U.S. President wishing a happy birthday to his grandson has garnered 522,381 interactions, including 448,890 likes.

The second many renouned integrate post is a repost by Donald Trump of a twitter from his son Eric Trump announcing a birth of his initial child, Eric Luke Trump. The Donald Trump page mostly republishes Donald Trump’s many distinct tweets and Instagram posts.

Facebook Videos

most-watched-facebook-videoFrench President Emmanuel Macron scored a viral strike of 2017 with his “Message to American researchers, entrepreneurs, engineers, operative on meridian change.” The one-and-a-half-minute video appeal to “Please come to France, we are welcome” was watched 29.1 million times and has turn a many watched Facebook video posted by a universe personality in 2017 and a many common during 363,505 times.

Macron’s call to Make Our Planet Great Again in greeting to Donald Trump’s preference to leave a Paris meridian agreement has turn a second many watched video in 2017.

Canadian Prime Minister Justin Trudeau’s Ramadan message to Muslims in Canada and around a universe has turn a third many noticed Facebook video with 12.5 million views and 819,000 interactions. Donald Trump’s clip from FOX News dancing to Frank Sinatra’s My Way during a initial round has been watched 11.3 million times.

Four videos posted by a Syrian presidency and shot on a mobile phone arrangement Syrian President Bashar al-Assad visiting a trade satisfactory in Damascus any have been watched some-more than 8 million times.

most-loved-post-04The 12-second Happy Independence Day shave posted on a Donald Trump page on Jul 4, 2017 has perceived a many interactions and 4.5 million views. Eighty-two percent of a 951,331 interactions are likes and love.

The supervision of a Philippines leads in terms of a array of videos posted, with 1,853, followed by a presidency of a Dominican Republic and Venezuela’s President Nicolás Maduro who posted some-more than 1,500 videos on their pages, respectively. The Prime Minister of Kazakhstan and a Prime Minister of Cambodia, a Russian Foreign Ministry and a U.S. State Department all have posted some-more than 1,000 videos, especially press conferences from their spokespeople.

Many universe leaders use Facebook videos to promulgate directly with their audiences. Leo Varadkar, a Irish Taoiseach (Prime Minister), posts a weekly one-minute video message, generally shot on plcae and looking directly into a camera, addressing his Facebook community.

elysee-fr-facebook-page-01Relatively few pages have taken advantage of Facebook’s cover video, that plays automatically. Only 36 pages have a video as their cover illustration. The cover video of a French presidency takes viewers on a behind a scenes, stop-motion debate of a Elysée Palace, that includes arrangement a gold-plated setting and a well-stocked booze cellar. French President Emmanuel Macron, Prime Minister Edouard Philippe and his cupboard make occasional cameos in a 90-second video clip.

Some pages have stitched together a array of photos to emanate a video effect, such as Slovenian President Borut Pahor who displays snapshots from his 240km transport around a little nation forward of his re-election debate in 2017. Fourteen pages do not have a cover picture.

Facebook Live Videos

Almost half of a 650 pages have posted Facebook live videos. The Communications Office of a President of a Philippines has posted 1,065 live broadcasts that have generated some-more than 47 million views. The White House has 40 million views on a 193 live broadcasts and a page of Cambodia’s Prime Minister Samdech Hun Sen has accessible some-more than 32 million views of his 1,014 live broadcasts.

The Russian Foreign Ministry and a U.S. State Department have both posted some-more than 1,000 videos given Jan 1, 2017 and both lift their spokespersons’ press conferences live with 191 and 106 Facebook live broadcasts respectively.

most-watched-facebook-live-videoU.S. President Donald Trump’s initial weekly residence to a nation on Jan 28, 2017, common on a central POTUS page has turn a many watched Facebook live video of any universe personality in 2017 with some-more than 5.1 million views. His live proclamation of a new U.S. Supreme Court Judge 4 days after is a second many watched Facebook Live video among universe leaders in 2017 with some-more than 5 million views.

A 44-second live foster of Israeli Prime Minister Benjamin Netanyahu with Narendra Modi on a beach during Modi’s state revisit to Israel is a third many watched Facebook Live video.

More and some-more universe leaders use Facebook Live broadcasts to pronounce directly to their supporters and don’t demur to take questions. The European Commission has orderly 17 Facebook Live chats with opposite EU Commissioners and experts. The U.S. State Department has orderly a handful of Facebook Live chats. During a choosing debate in 2017, Kenya’s President Uhuru Kenyatta orderly a ‘Chat with Uhuru’ during that he took questions from his laptop.

ministerpresident-facebook-liveDutch Prime Minister Mark Rutte, who also posts a occasional pieces true to camera, is one of a few universe leaders who sat down for a Facebook Live interview, responding comparison doubt from his fans on a day he presented his third cupboard on Oct 26, 2017.

Facebook Reactions

In Feb 2016, Facebook introduced an prolongation to a ‘Like’ button, charity users 5 probable reactions – including love, laughter, surprise, unhappiness and annoy – to demonstrate their feelings with an emoji on a post. The Facebook posts of U.S. President Donald Trump have perceived 17.2 million adore hearts and 1.4 million indignant reactions representing 8 and one percent of his sum interactions, respectively. Eleven percent of a interactions of a White House posts are adore hearts and 6 percent are indignant reactions.

New Zealand’s Prime Minister Jacinda Ardern seems to be a “most loved” universe leader, given 14 percent of all a reactions to her posts are expressions of love. The Brazilian supervision and President Michel Temer have perceived a tip array of indignant reactions on Facebook, with 20 and 11 percent of their sum interactions, respectively. The opponents of Mexican President Enrique Peña Nieto tend to post laughs during his posts, and a Danish Royal Household has accrued a many expressions of unhappiness imprinting a flitting of Prince Henrik.


The picture of Canadian Prime Minister Justin Trudeau welcoming Syrian refugees to Canada is a many desired post with 164,605 hearts, and it is also a second many renouned print post with 1.1 million interactions. The picture, including a hashtag #WelcomeToCanada, posted on Jan 28, 2017 is a greeting to a transport ban, an executive sequence released by President Donald Trump suspending a entrance of Syrian refugees to a U.S. a day earlier.


Facebook Live videos tend to hoard a many interactions, with viewers commenting as a video unfolds. The initial Facebook Live talk of Venezuela’s President Nicolas Maduro has perceived by distant a many comments (234,998 comments) and a many disastrous reactions with 92,165 indignant emojis.

Two posts for a New Year by Mexican President Enrique Peña Nieto have perceived 50,000 disastrous reactions, especially from his detractors. The announcement of a acknowledgment of Betsy DeVos as U.S. Secretary of Education has also perceived a glacial accepting on a White House page, with some-more than 40,000 indignant emojis.


most-laughter-post-01The Facebook post that captivated by distant a many laughs is a post from Donald Trump derisive North Korean personality Kim Jong-un, receiving some-more than 156,000 delight emojis. The Valentine’s Day post by Mexican President Enrique Peña Nieto perceived 71,813 shouting smileys, not given a post is humorous though it seems his detractors tend to ridicule him, as 8 percent of all his interactions are laughter.


most-wow-post-donald-tumpDonald Trump’s post warning that Hurricane Irma is of epic proportion, maybe bigger than we have ever seen. Be protected and get out of a way! has captivated a many ‘surprise’ reactions with 16,988 “wow” emojis.


most-sad-reactions-justin-trudeauThe gloomy statement of Canada’s Prime Minister Justin Trudeau after a deadly sharpened during a mosque in Quebec City has drawn some-more than 59,000 expressions of unhappiness and grief.

The dual posts by Donald Trump expressing intense thoughts and prayers after a genocide of 7 Navy sailors of a U.S.S. Fitzgerald both generated some-more than 38,000 great emojis.


most-grateful-post-01Donald Trump’s Mother’s Day post to his wife, Melania, posted on May 14, 2017 has perceived a many expressions of gratefulness. The design of a integrate has seen 15,382 purple flowers bloom, a tradition emoji that is usually accessible on Mother’s Day.

While Facebook posts with cinema or videos generally hoard a many interactions, text-only standing updates also can be effective.

Donald Trump’s text post “WE WILL MAKE AMERICA GREAT AGAIN!” on a day of his coronation on Jan 20, 2017 has perceived over 1 million interactions and tighten to 800,000 likes. His statement per impassioned vetting, posted on Jan 30, 2017, is a second many renouned standing refurbish posted by a universe personality in 2017.

Are World Leaders Connecting on Facebook?

facebook-buttonsFacebook is substantially one of a best platforms to start conversations with a universe leader’s village and fans. Out of a 650 pages analyzed, 264 tell their hit email and 247 tell their write number. Three buliding of all a pages prominently underline a Facebook page button.

One in 5 of these pages with call-to-action buttons entice users to ‘Contact Us’ or to ‘Learn More’ by promulgation them to their sold websites. Thirty-one pages entice users to watch a promotional video on Facebook or YouTube, 38 pages advise to ‘Sign Up’ to a newsletter, 14 pages foster a apart app and 11 pages inspire users to ‘Call Now.’

Israeli Prime Minister Benjamin Netanyahu is a usually word personality who invites his fans to join his support group, that has 1,467 members, and allows for some-more personal rendezvous and two-way interactions with a primary minister.

The page of U.S. President Donald Trump is a usually page that encourages fans to ‘Shop Now,’ directing users to a website where they can buy Make America Great Again outfit from MAGA pet leashes to MAGA hats and t-shirts.

Are World Leaders Responsive on Facebook?

More than 60 percent of all World Leaders’ Facebook pages concede fans to hit a page secretly regulating Facebook Messenger. Furthermore, 246 pages arrangement a vast ‘Send Message’ symbol on a tip of their pages. Interestingly, Facebook is tracking their interactions and publicly displays a normal response time on any page.

very-responsiveOne third of a 390 pages open to messages typically reply ‘within a day’ or a ‘within a few hours.’ Ten percent of a pages respond ‘within minutes’ and infrequently ‘reply instantly.’ Twenty-five of a pages that respond now have been earmarked as ‘Very manageable to messages.’ But being open to messages and being manageable don’t indispensably meant that these pages are indeed responding to messages. The many manageable pages tend to send programmed replies regulating chatbots.

direct-reply-gov-sg-04The supervision of Singapore, that has 273,000 followers, uses a bot, designed “to assistance we stay connected with a latest supervision news and announcements” and that allows users to select from a operation of daily updates or simply ask a doubt around a Messenger app.

direct-reply-jacindaardern-03New Zealand’s Prime Minister Jacinda Ardern, who has 190,000 followers, also runs an programmed respond indicating that: “I try to respond to everybody secretly though that does meant a bit of delay” and mouth-watering users to dump her an email that will substantially be review by her parliamentary assistant.

For this study, we have contacted a 390 pages of universe leaders, governments and unfamiliar ministries interrogation about a array of messages they accept on average. We have perceived usually thirteen human-generated replies.

From their responses, it seems that these pages are not flooded by too many messages. The Foreign Ministries of Armenia, a Czech Republic, Estonia, Iceland, Macedonia and a governments of Malta and Serbia all reported receiving between 1-2 messages per day, infrequently even less.

Most inquiries to unfamiliar ministries associate to visa and consular issues, with occasional media inquiries. The Foreign Ministry of Ethiopia, that has 288,000 likes, receives an normal of 60 messages any day on such inquiries. Not surprisingly, a Foreign Ministries of Iceland, a Philippines and Russia share a hit sum of their consular departments in their programmed Messenger replies.

The two-person amicable media group of a presidency of Cape Verde handles, on average, 3 messages per day, and a amicable media manager of a Austrian President Alexander outpost der Belen, who has 290,000 likes, averages 150 messages per week, including feedback, requests for assistance and requests for support.

direct-reply-mfaethiopiaIt creates clarity to accept Direct Messages on Facebook and set adult programmed messages to channel a conversation, even if it means directing fans to a “Contact Us” form on a website as a Israeli primary apportion does. Given a flourishing array of interactions around amicable media and Facebook in particular, it seems governments would be good suggested to set adult programmed acquire messages, replies and start implementing some-more worldly chatbots to beam their electorate to a applicable services.

Most Liked World Leaders

According to a Burson Cohn Wolfe investigate conducted in Mar 2018, 109 heads of state, 86 primary ministers and 72 unfamiliar ministers say personal pages on Facebook and, in general, they are some-more renouned than a pages of their sold institutions. As of Mar 15, 2018, all 650 personal and institutional Facebook pages of universe leaders had a sum sum of some-more than 309.4 million likes and 896 million interactions given Jan 1, 2017. Indian Prime Minister Narendra Modi is a many renouned universe personality on Facebook, with some-more than 43 million likes on his personal page and 13.9 million likes on his institutional Prime Minister of India page, that is in fourth position.

most_liked_new_logoU.S. President Donald Trump is a second many renouned universe leader, with some-more than 23 million likes on his personal Facebook page, that has grown by 38 percent over a past 14 months.

Jordan’s Queen Rania has seen her page grow by 56 percent given Jan 1, 2017, and changed adult into third position with usually over 16 million likes, reaching an Arabic and English assembly good over a 5.3 million Facebook users in Jordan.

Cambodia’s Prime Minister Hun Sen has shot into fifth position of a many followed universe leaders with 9.6 million page likes and a expansion rate of 48 percent. Interestingly, he has some-more Facebook fans than Cambodia has Facebook users (7.1 million) though still reduction than a 14.4 million Khmer speakers on Facebook.

Turkish President Recep Tayyip Erdoğan, a White House and Indonesian President Joko Widodo exaggerate some-more than 8 million likes, respectively. Egyptian President Abdel Fattah el-Sisi, and Canadian Prime Minister Trudeau finish a Top 10 of a many renouned universe leaders on Facebook with 7.2 and 5.8 million likes, respectively.

Fifty-five universe leaders can exaggerate some-more than 1 million likes on their sold Facebook pages. However, not everybody has such vast communities and a median normal of a 650 pages analyzed stands during 38,105 likes.

The Presidency of Togo has seen a strongest expansion of a Facebook page given Jan 1, 2017 with a 91-fold boost from 394 likes on Jan 1, 2017 to 36,416 page likes by Mar 15, 2018. The Urdu page of a State Department has increasing 45-fold, gaining some-more than 25,000 page likes given Jan 1, 2017. French President Emmanuel Macron has seen his page raze 18-fold from 110,000 likes on Jan 1, 2017 to some-more than 2.1 million supporters by Mar 2018.

For a record, Barack Obama was a initial universe personality to set adult a Facebook page, in late 2007, while still a Senator from Illinois. He left bureau in Jan 2017 with 54 million likes on his personal page, that now has 55 million likes.

Most Liked Regional Leaders

Kenya’s Uhuru Kenyatta is a many renouned personality in Sub-Saharan Africa with 3.5 million likes, forward of Ghana’s President Nana Akufo-Addo with 1.6 million likes. Cameroon’s President Paul Biya, Rwanda’s Paul Kagame and Guinea’s Alpha Condé finish a tip 5 list any with some-more than 700,000 likes, respectively.

Indian supervision figures, including Prime Minister Narendra Modi and Foreign Minister Sushma Swaraj, browbeat a ranking in a Asia-Pacific region. The distance of a nation is clearly a wilful cause for these vast audiences; however, Facebook has been creation inroads in other Asian countries and has turn a height of choice for many Asian leaders with sizeable audiences.

Cambodian Prime Minister Hun Sen is in third position in Asia with 9.6 million page likes, followed by Indonesian President Joko Widodo with 8.1 million likes. Philippine President Rodrigo Duterte, Malaysia’s Prime Minister Najib Razak and Philippine Foreign Minister Alan Peter Cayetano have 4.3, 3.3 and 2.4 million likes, respectively.

Jordan’s Queen Rania, an early adopter of Facebook and who has seen strong expansion on her Facebook page given Jan 2017, tops a list of a many renouned leaders in a Middle East and North Africa, with 16 million likes, some-more than twice as many as Egyptian President Abdel Fattah el-Sisi with 7.2 million likes and also forward of His Highness Sheikh Mohammed bin Rashid Al Maktoum, a Emir of Dubai, with 3.7 million likes and Jordan’s Royal Hashemite Court with 2.9 million likes.

Mexico’s President Enrique Peña Nieto is a many renouned personality in Latin America with 5.6 million likes, forward of Argentinian President Mauricio Macri with 4.5 million likes, a Argentinian Presidency with 1.6 million likes, Peru’s former President Pedro Pablo Kuczynski with 1.5 million likes and a Brazilian supervision portal with 1.3 million likes.

Turkey’s President Recep Tayyip Erdoğan is a many followed European personality with 8.9 million likes, some-more than twice as many as a British Royal Family with 4.1 million likes. German Chancellor Angela Merkel has 2.5 million likes forward of French President Emmanuel Macron and Romanian President Klaus Iohannis who finish a tip 5 of a many favourite European leaders on Facebook with 2.1 and 1.8 million likes, respectively.

The governments of usually 18 countries have not nonetheless set adult a participation on Facebook, including China, North Korea and Turkmenistan, where a amicable network is criminialized as good as a handful of tiny island states in a Pacific Ocean. A Facebook page was set adult for a Chinese State Council Information Office @ChinaSCIO on Sep 1, 2015. The page that shares information in English from Chinese state- run media is not accurate and usually has 175 likes.

World Leaders with a Most Interactions

Large Facebook pages clearly interpret into vast interactions (defined as a sum sum of likes, comments and shares). U.S. President Donald Trump is unequivocally effective on Facebook: While carrying roughly half a supporters of Indian Prime Minister Narendra Modi, he has roughly twice as many interactions.

most_interactive_new_logoOver a past 14 months, a Facebook page of President Donald Trump had by distant a many interactions of any universe personality on Facebook, with an amassed 204.9 million interactions on his page and an altogether communication rate (the sum of all interactions divided by a array of posts and a normal page likes given Jan 1, 2017), of 0.41 percent. Indian Prime Minister Narendra Modi clocked adult 113.6 million interactions on his page, some-more than twice as many as Indonesian President Joko Widodo with scarcely 46 million interactions, who enjoys a good communication rate of 0.88 percent.

Cambodia’s Prime Minister drops from second to into fourth place, with usually underneath 36 million interactions. Samdech Hun Sen mostly shares family cinema of himself with his mother and grandchildren, cinema of himself personification golf as good as a occasional selfie. He has also done his page a go-to page for live events, broadcasting football matches and a Voice of Cambodia. It is not startling that 38 percent of his video views are live views in 2017.

Argentina’s President Mauricio Macri is in fifth position with 33 million interactions and an communication rate of 0.69 percent on his posts. The White House, Canada’s Justin Trudeau, Kenya’s Uhuru Kenyatta, a institutional page of a Indian Prime Minister and a Albanian Prime Minister Edi Rama finish a Top 10 with some-more than 13 million interactions.

How Often Do They Post?

Some governments use Facebook as their bureaucratic handle service, and 16 pages normal some-more than 10 posts per day. The Facebook page of a supervision of Botswana is a many prolific, with an normal of 35 posts per day given Jan 1, 2017. The governments of Ethiopia and a presidency of Ghana are not distant behind with 28 and 21 posts per day, respectively.

most_liked_by_peers_new_logoHowever, a posting frenzy doesn’t indispensably interpret into larger engagement, or some-more likes on their sold pages. The normal posting rate stands during 1.88 posts per day. All 650 universe leaders sum have published 536,644 posts given Jan 1, 2017, that is a median normal of 478 posts per page.

While an active amicable media participation is critical to keep an assembly engaged, pages that are overly active generally don’t suffer high communication rates. All 650 pages sum have an normal communication rate of 0.89 percent, that is a sum of all interactions divided by a array of posts and a normal page likes in 2017. Only a entertain of a pages analyzed suffer a improved than normal communication rate. Four pages have double-digit communication rates that are well-developed though especially given these pages have published few posts and usually have several hundred page likes. Posting intermittently seems to be a recipe for success for Finnish President Sauli Niinistö, who has an communication rate of some-more than 7.4 percent on his page that has 284,279 likes. The proclamation of his partner’s pregnancy and a birth of his baby child unequivocally gathering interactions on his page.

Do World Leaders Like Each Other?

Liking other Facebook pages is an act of pleasantness and a pointer of pointed tactful overtures. While a like does not concede these pages to summary any other privately, it creates it easier to follow a posts published on those pages. Almost half of a 650 pages analyzed have favourite during slightest one other counterpart Facebook page and in sum they have favourite 19,242 other pages.

most_liked_by_peers_new_logoIn terms of counterpart connections, a White House page is a many renouned page, favourite by 28 pages of universe leaders and a European Commission is second, favourite by 24, many of whom are other European leaders. The State Department is in third position, forward of a EU Council and a EU External Action Service tied for fourth position and a French and a British Foreign Ministries that share fifth place.

The Russian Foreign Ministry has done a many tactful overtures on Facebook, fondness 97 other counterpart pages, including many unfamiliar ministries, and comparison universe leaders such as a personal page of Donald Trump. However, a Foreign Ministry in Moscow has not favourite a pages of a State Department, a White House nor a UK Foreign Office.

In an apparent try to vigilance a probable re-establishment of tactful relations, a State Department favourite a page of Iran’s President Hassan Rouhani who hasn’t reciprocated yet.

The Foreign Ministry of Nepal has favourite 40 other universe personality pages and a Presidency of Panama, a Croatian supervision and a Foreign Ministry of Pakistan have favourite 26 counterpart pages each. UK Foreign Secretary Boris Johnson, a UK Foreign Office and a Italian Presidency are a usually 3 pages that like a central page of a U.S. President, @POTUS.

Only dual unfamiliar leaders have favourite a personal page of Donald Trump: The Russian Foreign Ministry and Roosevelt Skerrit, a Prime Minister of Dominica. Donald Trump has favourite a pages of Daniel Scavino Jr., a Director of Social Media during a White House, as good as a pages of his mother and children and a pages of a opposite Trump properties around a world, though a page hasn’t favourite any other unfamiliar personality yet.

other_pages_liked_new_logoPoliticians tend to like their sold domestic party. Governments infrequently like all their ministries on Facebook and unfamiliar ministries mostly like a pages of their embassies worldwide. A few unfamiliar ministries also like a Facebook pages of embassies accredited in their sold capitals.

The United Nations Facebook page is by distant a many renouned page with all universe leaders, favourite by 45 other pages, followed by a European Parliament and a archived page of a Obama White House pity second place. The NATO page and a personal pages of Barack Obama and former French President François Hollande tighten a tip 5 list.

diplomatie-belgium-is-feelingOne of a best ways to pull courtesy to posts and potentially boost their strech is by tagging other Facebook pages. The Belgium Foreign Ministry consistently tags other pages in a publications, such as general organizations and a pages of a possess embassies. The digital diplomats in Brussels also uncover that institutional communication doesn’t have to be tedious – they supplement Facebook expressions to their posts. The Facebook expressions operation from “eating waffles during a United Nations” to “supporting UN Women” on International Women’s Day, from “feeling cold in Astana” and “remembering a depressed soldiers during a Canadian War Museum.” Using a Facebook’s preset expressions is a elementary and fun approach to make a central communications some-more engaging.

Most Visited Institutions

most_visited-institutions_new_logoMore than one third of a 650 pages surveyed are ‘place pages’ where Facebook users can check in with their mobile devices. According to this measure, a White House is by distant a many renouned supervision plcae with some-more than 5 million people who ‘have been here.’ However, a check in doesn’t meant that a chairman has indeed been during a plcae given Facebook check-ins can be calculated on desktop computers.

More than 225,000 Facebook users have “checked in” during a State House in Uganda. The UK supervision during 10 Downing Street, a Indian Prime Minister’s bureau and a EU Commission finish a tip 5 list with some-more than 120,000 check-ins, respectively.

How Big are a Social Media Teams?

The distance of amicable media teams varies widely from nation to country. In smaller countries such as Iceland a Foreign Ministry’s amicable media group “is still a one-woman operation,” as a village manager put it. The website and a amicable media channels of a Serbian supervision are also managed by one chairman only. In a Foreign Ministry of a Czech Republic, one chairman is obliged for a dual Facebook pages and Instagram, while Twitter is managed by a press department.

In a unfamiliar ministries in Armenia, Estonia and Macedonia, 4 staff are operative on a amicable media profiles and a supervision of Malta employs a group of 5 amicable media mangers. The Ethiopian Foreign Ministry’s digital group is comprised of 10 calm producers, moderators and managers and a French Foreign Ministry has a 28-strong multi-lingual digital team.

About this Study

World Leaders on Facebook is Burson Cohn Wolfe’s latest investigate into how universe leaders, governments and general organizations promulgate around amicable media. The investigate builds on Burson Cohn Wolfe’s rarely acclaimed annual Twiplomacy study. Initially focused only on Twitter, a investigate has been stretched to other amicable media platforms including Facebook, Instagram, YouTube, Google+ and some-more niche digital tact platforms such as Snapchat.

Burson Cohn Wolfe has identified a sum of 650 Facebook pages, 341 of that have been accurate by Facebook and lift a blue corroboration mark. The remaining 309 pages are not verified, though we trust that they can be deliberate as central pages. We also detected 10 personal profiles of universe leaders. including a personal comment of Japan’s Prime Minister Shinzō Abe, that we did not embody in this research notwithstanding carrying 587,571 supporters and 4,712 friends. And finally. we have not enclosed dead pages as it was probably unfit to establish their authenticity.

Data was collected on Mar 15, 2018, regulating Burson Cohn Wolfe’s exclusive collection to investigate a 650 universe leaders’ pages. More than 50 variables were considered, including: Likes, check-ins, were here count, location, Liked by Page, etc.

We also used to constraint a ancestral information for all 650 pages including a sum interactions (comments, likes, shares), communication rates as good as all video views and posts from Jan 1, 2017 to Mar 15, 2018.

A PDF of a whole investigate is accessible here World Leaders on Facebook (2018) and the full Twiplomacy information set can be downloaded here. Feel giveaway to hit us for some-more minute explanations and analysis.

May 2, 2018

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