Content Marketing Blog

Tweet @Pontifex: Pope Francis the most influential world leader on Twitter

When planning your Twitter campaigns it can help to take a look at what the most influential and followed leaders on the platform are doing to aid in boosting your activities.

More than three-quarters (77.7 per cent) of world leaders have a Twitter account with 68 per cent making mutual connections with their peers.

These findings were revealed in an annual global study of world leaders on Twitter, Twiplomacy, conducted by public relations and communications firm Burson-Marsteller.

Twiplomacy shows that Twitter has become a "formidable communication tool", allowing short messages to be shared to millions of followers.

American president Barack Obama was found to be the most followed leader with more than 33 million Tweeters receiving his updates in their newsfeeds. Pope Francis was the next leader with the most followers (7.2 million), followed by the White House (4 million), the President of Turkey Abdullah Gul (3.4 million) and the Prime Minister of Turkey Recep Tayyip Erdogan (3.4 million).

While President Obama may have the most followers, he wasn't found to be the most influential leader.

Pope Francis took that title, with his Spanish tweets retweeted on average more than 11,000 times. Obama, in comparison, only had his posts retweeted on average 2,309 times despite having 26 million more followers.

Burson-Marsteller chief executive officer Europe, Middle East and Africa said that the study illustrates how Twitter and social media in general have become "part and parcel" of any integrated government communications.

"While Twitter is certainly not the only channel of communication and will not replace face-to-face meetings, it allows for direct peer-to-peer interaction. I expect we will see an increasing number of corporations and CEOs also embracing the new tools that are connecting our world leaders," he said.

Posted by April Revake.