Business Wire

As Brazil’s New President Jair Bolsonaro Takes the Top Spot as the Most Engaged World Leader on Facebook, Others Pay to Play to Make an Impact on the Platform

Jaa

Indian Prime Minister Narendra Modi is by far the most popular world leader on Facebook, with more than 43.5 million likes on his personal page and 13.7 million likes on his institutional Prime Minister of India page, according to the newly released 2019 World Leaders on Facebook study, part of the Twiplomacy series by leading global communications agency BCW (Burson Cohn & Wolfe). The study also found increased use of paid posts by world leaders.

U.S. President Donald Trump is in second place, with more than 23 million likes on his personal Facebook page and Jordan’s Queen Rania is in third position with 16.9 million likes, reaching an Arabic and English audience well beyond the 5.8 million Facebook users in Jordan.

However, Brazil’s new President Jair Bolsonaro, who took office on January 1, 2019, has dominated the rankings of World Leaders on Facebook over the past 12 months, taking the top spot in terms of interactions. His Facebook page has registered more than 145 million interactions, almost twice as many as U.S. President Donald Trump, who has 84 million total interactions and 2.5 times as many followers.

The study, using aggregate data from Facebook’s CrowdTangle tool, analyzes the activity of 962 Facebook pages of heads of state and government and foreign ministers, 50 more than in the 2017 study. As of March 1, 2019, the pages have a combined total of 345 million page likes and published 449,739 posts in the past 12 months which have garnered a total of 767 million interactions (comments, likes and shares).

With Facebook’s change of algorithm, favoring posts from friends, family and groups, it has become more difficult for pages of governments and world leaders to reach their audiences. Followers of world leaders’ Facebook pages grew by 10 percent year on year but the interactions on their pages have dropped significantly. While world leaders registered 1.1 billion interactions in 2016, that number has decreased by 32.3 percent compared to their interactions in 2018.

To counter the changes to the algorithm, many leaders are promoting their posts and pages with Facebook ads. In early March 2019, 50 pages had been running ads according to Facebook's Ads Library, a new transparency feature which is now available on each page. President Trump’s Facebook page has posted more than 50,000 ads since its inception, while UK Prime Minister Theresa May’s page posted 74 paid ads in December 2018 to promote her Brexit plan.

“Our latest Twiplomacy study confirms that even among political figures who easily attract the attention of the public in social media, a paid strategy is still essential to secure reach and make a serious impact,” said Chad Latz, Chief Innovation Officer, BCW. “Additionally, we see how some leaders are very successful by being personal and approachable on the platform using all the tools at their disposal, from Facebook Live to Facebook Stories, to engage their audiences.”

Other Key Findings Include:

  • Kenya’s Uhuru Kenyatta is the most popular leader in Sub-Saharan Africa with 3.6 million likes, ahead of Ghana’s President Nana Akufo-Addo with 1.6 million likes.
  • Jordan’s Queen Rania has been topping the list of the most popular leaders in the Arab world for several years. With 16.9 million likes she has twice as many followers as Egyptian President Abdel Fattah el-Sisi (7.3 million likes) and His Highness Sheikh Mohammed bin Rashid Al Maktoum, the Vice President and Prime Minister of the United Arab Emirates, with 3.8 million likes.
  • Brazil’s President Jair Bolsonaro has become the most popular leader on Facebook in Latin America ahead of Mexico’s new President Andrés Manuel López Obrador with 5.6 million likes and Argentinian President Mauricio Macri with 4.4 million likes.
  • The page of the British Royal Family is the most followed of world leaders in the European Union with 4.1 million likes ahead of French President Emmanuel Macron with 2.3 million likes and Romanian President Klaus Iohannis with 1.8 million likes.
  • The Facebook page of the government of Botswana is the most prolific, with an average of 37 posts per day. The presidential administrations of the Dominican Republic and of Ghana both average more than 20 posts per day.
  • In early February 2019 German Chancellor Angela Merkel deleted her personal Facebook page @AngelaMerkel, which had 2.5 million fans, after stepping down as leader of the Christian Democratic Union, and in mid-March 2019, Kenya’s President Uhuru Kenyatta temporarily deactivated all his social media profiles including his Facebook page which has 3.6 million followers.

About the Study

World Leaders on Facebook is BCW's latest research into how world leaders, governments and international organizations communicate via social media. The research builds on BCW’s highly acclaimed annual Twiplomacy study, which is now in its seventh year. In 2016, the Twiplomacy study was expanded to cover all key social media platforms and has massively enhanced BCW’s digital reputation worldwide. For more information, visit www.twiplomacy.com.

About Burson Cohn & Wolfe

BCW (Burson Cohn & Wolfe), one of the world’s largest full-service global communications agencies, is in the business of moving people on behalf of clients. Founded by the merger of Burson-Marsteller and Cohn & Wolfe, BCW delivers digitally and data-driven creative content and integrated communications programs grounded in earned media and scaled across all channels for clients in the B2B, consumer, corporate, crisis management, CSR, healthcare, public affairs and technology sectors. BCW is a part of WPP (NYSE: WPP), a creative transformation company. For more information, visit www.bcw-global.com.

Contact information

Catherine Sullivan
Catherine.Sullivan@bcw-global.com
+1 212 601 3205

Matthias Lüfkens
Matthias.Luefkens@bcw-global.com
+41 79 514 47 81

Tietoja julkaisijasta

For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.

Tilaa tiedotteet sähköpostiisi

Haluatko tietää asioista ensimmäisten joukossa? Kun tilaat mediatiedotteemme, saat ne sähköpostiisi välittömästi julkaisuhetkellä. Tilauksen voit halutessasi perua milloin tahansa.

Lue lisää julkaisijalta Business Wire

Algorand Foundation Marks New Chapter in Global Economics with Inaugural Auction19.6.2019 23:56:00 EESTTiedote

The Algorand Foundation announced today the successful completion of its inaugural Algo auction, marking the launch of the Algorand platform and its original economic model that uses a unique combination of consensus-driven blockchain technology and economic incentives to ensure absolute fairness and broad participation in a new Borderless Economy. The auction brings Algos, the native token of the Algorand blockchain platform, into market circulation for the first time. Originally scheduled to last for more than five hours, the auction sold out in under four hours, due to oversubscribed demand from a large group of global participants. The Dutch Auction mechanism ensured the market, not the seller, set the price of the offering and that each participant paid the same price per Algo. The Algorand platform is the first public, permissionless pure proof-of-stake blockchain protocol that solves the “blockchain trilemma” of achieving scalability, security and true decentralization all at on

Cooper & Turner Announces Potential Combination with Beck Industries19.6.2019 22:32:00 EESTTiedote

Andaray (Holdings) Limited and its direct and indirect subsidiaries (“Cooper & Turner”) have entered into an agreement with Beck Industries (“Beck”) for potential combination of the two groups. The contemplated combined entity aims to be the first truly global manufacturer of safety critical fasteners, together supporting a broader range of industries – including renewable energy, tunneling, construction, rail, heavy equipment, downstream oil & gas, power generation and nuclear, among others. Headquartered in Sheffield, England, Cooper & Turner serves a global customer base with manufacturing and distribution operations across the European Union, China and North America. This worldwide network enables Cooper & Turner to offer a seamless, one-stop shop solution for industrial fasteners that meet the highest levels of quality. Beck, a France-based manufacturer and distributor of fully certified, high-security bolting components, has built a global operation that complements and expands t

Tinubu Square Appoints Sophie Riottot as Group Sales Director19.6.2019 20:02:00 EESTTiedote

Tinubu Square, a leading provider of credit insurance, surety and trade finance solutions, has announced the appointment of Sophie Riottot as Group Sales Director. This is a strategic engagement for the company, which is restructuring its sales approach to reinforce its rapid global growth. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190619005634/en/ Sophie Riottot, new Group Sales Director at Tinubu Square (Photo: Business Wire) Sophie Riottot brings a wealth of experience to Tinubu Square. She joins the company from Dhatim, a French start-up specializing in AI-powered invoice services, where she was responsible for sales strategy and partnership development. Prior to this, she was with Microsoft for over 17 years, in a variety of prominent sales and management positions, including Head of Finance in the Services Division. As a member of the executive committee at Tinubu Square, Sophie will be responsible for spearheadin

ExaGrid Voted “Enterprise Backup Hardware Product of the Year”19.6.2019 20:00:00 EESTTiedote

ExaGrid®, a leading provider of intelligent hyperconverged storage for backup, today announced that it has been voted Storage Magazine’s “Enterprise Backup Hardware Product of the Year” at its annual awards ceremony Storries XVI. Winners are determined by public vote, so receipt of this award is especially important; it heralds the collective voices of ExaGrid’s customers and partners, and further validates the excellence of ExaGrid’s differentiated product architecture and superior customer support model. “We’re honored to accept this award from Storage Magazine,” said Bill Andrews, President and CEO of ExaGrid. “ExaGrid’s deduplication and its scale-out architecture provides customers with a consistent backup window regardless of data growth, which is especially important in today’s ever-changing enterprise environments. The scale-out approach also eliminates forklift upgrades and forced product obsolescence. Our unique Landing Zone retains the most recent backup in its full undedupl

Luxury Pre-War Elevator Building in Prestigious Brooklyn Heights Offered for Sale19.6.2019 19:12:00 EESTTiedote

Holliday Fenoglio Fowler, L.P. (HFF) announces it has been selected to exclusively market the sale of 25 Monroe Place, a 12-story, 67-unit, luxury apartment building located in the Brooklyn Heights neighborhood of Brooklyn, New York. This offering provides a rare opportunity to acquire a trophy asset in the most sought-after neighborhood in Brooklyn. The vast majority of the property is comprised of fair-market units not subject to rent stabilization. 25 Monroe Place is situated in the Brooklyn Heights historic district, which provides immediate access to Manhattan, the Brooklyn Waterfront, Brooklyn Bridge Park, Downtown Brooklyn and DUMBO. Brooklyn Heights is characterized by charming brownstones and plush tree-lined streets, and the property is surrounded by medium- and low-density buildings that provide water and Manhattan skyline views. Built in 1938, 25 Monroe Place combines pre-war architectural elements and spacious apartment layouts with newly upgraded condo-quality finishes, i

Shopify Unveils New Innovations to Transform Commerce for Merchants and Consumers Globally19.6.2019 18:30:00 EESTTiedote

Today, Shopify Inc. (NYSE:SHOP) (TSX:SHOP), the leading multi-channel commerce platform, unveiled the latest in commerce technology at Shopify Unite, the annual conference that brings together the company’s global partner and developer community. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190619005550/en/ Shopify Fulfillment Network (Graphic: Business Wire) “Shopify’s real power comes from the variety and strength of our ecosystem,” said Shopify CEO Tobi Lutke. "Unite gives our developer and partner community access to our product roadmap. Together, and only together, we can shape the future of commerce and empower entrepreneurs around the world.” This year, Shopify is transforming commerce by announcing platform enhancements and updates focused on giving direct-to-consumer brands everything they need to build and manage a business. Shopify’s innovations include a newly updated Shopify Plus platform for enterprise brands

Uutishuoneessa voit lukea tiedotteitamme ja muuta julkaisemaamme materiaalia. Löydät sieltä niin yhteyshenkilöidemme tiedot kuin vapaasti julkaistavissa olevia kuvia ja videoita. Uutishuoneessa voit nähdä myös sosiaalisen median sisältöjä. Kaikki STT Infossa julkaistu materiaali on vapaasti median käytettävissä.

Tutustu uutishuoneeseemme