New study ranks head of states and governments on Facebook.
President Barack Obama is not just reigning the United States. He also rules on Facebook. A new study by Burson-Marsteller, a global public relations and communications firm, Obama has the most Likes on Facebook of all world leaders.
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Barack Obama leads on Facebook with 46 million likes on his Barack Obama campaign page. Obama is closely followed by Indian Prime Minister Narendra Modi with more than 31 million fans on his personal Narendra Modi page and 10.1 million fans on his institutional PMO India page, which is in third position.
Turkish President Recep Tayyip Erdogan, Indonesian President Joko Widodo and Egyptian President Abdel Fattah el-Sisi complete the top five list of the most popular world leaders with more than 5 million likes each.
In November 2015, the U.S. administration set up an official institutional page for the President of the United States (/POTUS) which has since attracted 1.3 million likes in less than two months and is already among the 30 most popular pages of world leaders.
Narendra Modi has the most interactive fans, with more than 200 million interactions in his Facebook 'community' in 2015 (the total number of post likes, comments and shares), more than five times as many as Obama. However, the White House's posts, while attracting far fewer likes than Modi, are nevertheless shared more frequently.
Argentina's new President, Mauricio Macri, is the most engaged world leader and has become the undisputed 'Facebook president' with a double digit engagement rate relative to the number of page likes of almost 12 percent.
The Facebook page of the Presidency of the Dominican Republic is the most prolific page, with an average of more than 27 posts per day in 2015. Almost as prolific are the governments of Botswana and the Philippines, each with an average of more than 20 posts per day. By contrast, the official POTUS page only publishes intermittently, but gathers more than 77,000 interactions per post.
The findings are from the Burson-Marsteller's latest research "World Leaders on Facebook." The study looks into how world leaders, governments and international organizations communicate via social media.
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The research builds on Burson-Marsteller's annual Twiplomacy study. Initially focused solely on Twitter, the 2016 study is being expanded to other social media platforms including Facebook, Instagram, YouTube, Google+ and more niche digital diplomacy platforms such as Snapchat and Vine.