@CERN most effective in Twitter communication

According to the findings of Burson-Marsteller's Twiplomacy study, the European Organisation for Nuclear Research (@CERN) and the United Nations Children's Fund (@UNICEF) are among the most effective Twitter communication: their tweets are retweeted on average more than 100 times. The United Nations Organisation (@UN) is a distant third followed by the World Wide Fund for Nature (@WWF), @Greenpeace and the World Health Organisation (@WHO).

Not surprisingly @UNICEF is the most followed international organisation with 2,142,143 followers. All international organisations combined have a total of 18,325,589 follower.

The social networking site has become a formidable broadcasting tool and an indispensable communication channel for international organisations. Over the past six years, all leading international organisations have set up at least one institutional Twitter account, and half of the 101 organisations analysed in this study have created a personal account for the head of the organisation.