分享好友 资讯首页 频道列表

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

2019-04-11 08:4014160

BCW Study Finds 50 Leaders Have Paid to Promote Their Posts, Including U.S. President Donald Trump Who Has Promoted More Than 50,000 Posts on Facebook Since Creating His Page

NEW YORK--()--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.

 

Contacts

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

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

反对 0
举报 0
收藏 0
打赏 0
评论 0
SiPearl:完成由台湾 Cathay Venture、EIC Fund 和 France 2030 共同参与的 1.3 亿欧元 A 轮融资
欧洲史上最复杂处理器 Rhea1 完成流片,将用于欧洲首台 百亿亿次超级计算机 JUPITER 欧洲无晶圆厂半导体行业最大 A 轮融资,新增 3200 万欧元资金,以完成 A 轮并筹备 B 轮 加强与台湾半导体生态系统的联系,助力欧洲在超算和人工智能领域的自主地位 法国梅松—拉菲特--(美国商业资讯)-- SiPearl 是一家专注于为超级计算与人工智能打造欧洲高性能、节能处理器的公司,现已完成总额达 1.3 亿欧元的 A 轮融资,第三轮募资 3200 万欧元。 Si...

0评论2025-07-111166

1GLOBAL与Odido借助SimWallet重新定义按需5G连接
阿姆斯特丹--(美国商业资讯)--技术驱动型全球移动通信供应商1GLOBAL已与荷兰领先移动运营商Odido达成合作,为独立移动应用程序SimWallet的推出提供技术支持,该应用专注于eSIM连接服务。SimWallet于今年4月进入荷兰市场。它能让用户近乎即时地接入Odido在荷兰的5G网络,且无论是否为Odido现有客户均可使用。 本新闻稿包含多媒体。此处查看新闻稿全文: https://www.businesswire.com/news/home/20250709838431/z...

0评论2025-07-111601

Andersen Consulting深化网络安全能力
旧金山--(美国商业资讯)-- Andersen Consulting与总部位于约旦的信息安全咨询公司IT Security Consulting & Training展开合作,持续提升自身咨询能力。 IT Security Consulting & Training由管理合伙人Muntaser Bdair于2011年创立,专注于为政府、金融及工业领域的客户提供服务,在治理、风险与合规(GRC)、技术测试、托管安全服务、隐私保护、抗风险能力及更广泛的网络安全举措方面具备专...

0评论2025-07-111102

Venture Global与SEFE宣布扩大液化天然气合作关系
弗吉尼亚州阿灵顿--(美国商业资讯)-- Venture Global, Inc. (NYSE: VG)与Securing Energy for Europe GmbH (SEFE)今日宣布敲定一项协议,根据该协议,SEFE的子公司SEFE Energy GmbH将在20年内从Venture Global的第三个项目——CP2 LNG额外采购每年75万吨的液化天然气(LNG)。今天的公告对双方于2023年签署的现有购销协议进行了修订,将SEFE从CP2 LNG采购的L...

0评论2025-07-111503

Rimini Street to Report Second Quarter 2025 Financial Results on July 31, 2025
LAS VEGAS--(BUSINESS WIRE)--Rimini Street, Inc. (Nasdaq: RMNI), a global provider of end-to-end enterprise software support, management and innovation solutions, and the leading third-party support provider for Oracle, SAP and VMwa...

0评论2025-07-111254

LambdaTest 推出 Smart Branching 和 Baseline Management 功能,革新视觉测试工作流程
SmartUI 现已与实际开发流程保持一致,消除基线管理的混乱,使跨团队视觉质量保证更加轻松高效 旧金山--(美国商业资讯)-- LambdaTest 是一个由生成式 AI 驱动的质量工程平台,近日宣布推出 SmartUI 的 Smart Branching 和 Baseline Management 功能,标志着视觉测试领域的重大突破。此次更新解决了由过时基线策略导致的长期瓶颈问题,并引入一种智能、精简的方式,使开发团队能够在复杂的 Git 工作流中高效管理视觉测试。 现代开发团队通常采...

0评论2025-07-111138

Laserfiche荣获2025年Gartner Peer Insights文件管理领域“客户之选”殊荣
Laserfiche连续六年荣膺“客户之选”殊荣 美国加利福尼亚州长滩--(美国商业资讯)-- Laserfiche —— 领先的智能内容管理与业务流程自动化SaaS提供商 —— 荣登《2025年Gartner Peer Insights客户之声:文件管理》报告“客户之选”象限。该荣誉基于客户评价授予。在该报告中,位于右上象限的“客户之选”厂商,需在“用户兴趣与采纳度”以及&...

0评论2025-07-111625

全新NY3資料中心協助Options躋身美國交易基礎設施擴張核心
紐約、倫敦、芝加哥和香港--(美國商業資訊)--資本市場基礎設施領域的領導廠商Options Technology (Options)今日宣布,其業務新近已擴大至NY3資料中心——這是Equinix位於紐澤西州錫考克斯的全新頂尖International Business Exchange™ (IBX)資料中心,毗鄰關鍵交易樞紐NY4和NY5。 本新聞稿包含多媒體資訊。完整新聞稿請見此: https://www.businesswire.com/new...

0评论2025-07-111702

百奥赛图与百济神州达成抗体分子许可协议,加速创新药物开发
中国北京和美国麻省剑桥--(美国商业资讯)--百奥赛图(HKEX:02315),一家创新技术驱动新药研发的国际性生物技术公司,今日宣布与全球肿瘤治疗创新公司百济神州达成抗体分子的全球许可协议。 本新闻稿包含多媒体。此处查看新闻稿全文: https://www.businesswire.com/news/home/20250709152706/zh-CN/ 百济神州此前已获得百奥赛图RenMice®全人抗体平台的授权使用许可,本次双方在已建立的良好合作基础上进一步将合作拓展至抗...

0评论2025-07-111448

LambdaTest支持在iOS真实设备上进行Playwright测试,提升移动测试准确性
新功能助力QA团队在真实iPhone和iPad上实现Playwright脚本自动化,带来无可比拟的移动测试精度 旧金山--(美国商业资讯)--由生成式AI驱动的质量工程平台LambdaTest宣布支持在真实iOS设备上进行Playwright测试,使移动Web团队能够使用Safari在真实的iPhone和iPad上运行自动化测试。这一更新有助于QA和工程团队以远高于模拟器或仿真器的精度验证用户体验。 在虚拟环境中测试移动Web应用,往往会导致与真实场景的行为差异,例如遗漏触摸交互、浏览器渲...

0评论2025-07-111382