Twiplomacy – a global study of world leaders on Twitter

  1. Responsive website covering hundreds of Twitter profiles of world leaders
  2. Powerful back-end tool for handling and updating thousands of data points
  3. Number of infographics created to summarise key findings
  • Client: Burson-Marsteller is world's leading global public relations and communication company.
  • Type: Website design and development, Big Data, Analytics
  • Industry: International organisations and NGOs, IT & Telecom

“I have been working with UX Passion for several years now on a number of projects. They have designed, built and maintained the Twiplomacy website. What I really like about working with the UX Passion team is their reactivity almost 24/7. Even if it involves all-night shifts, the work will get done on time.”

Author imageMatthias Luefkens
Managing Director / Digital / EMEA, Burson-Marsteller


Our client, Burson-Marsteller is a leading global public relations and communication company. It builds and sustains strong corporate and brand reputations. They offer their clients strategic insights and innovative programming, together with expert counseling and programme development across the spectrum of public relations, public affairs, reputation and crisis management, digital strategy, advertising and other communications services. This time, we teamed up in the arena of social media and digital diplomacy.

As of 25 June 2014, the vast majority (83%) of the 193 UN member countries have a presence on Twitter. More than two-thirds (68%) of all heads of state and heads of government have personal accounts on the social network.

Based on this, Burson-Marsteller created a report of world leaders on Twitter: Twiplomacy. In this first and leading global study, more than 505 accounts were analysed: almost half of them the personal accounts of heads of state, heads of government and ministers of foreign affairs.

A third of these world leaders tweet personally, but very few on a regular basis. Our newest study from 2014 identified 643 Twitter accounts of heads of state and government, foreign ministers and their institutions in 161 countries worldwide.


UX Passion teamed up with the Burson-Marsteller team, led by Matthias Luefkens (Head of the Digital Practice for Europe, Middle East and Africa).

After developing our own data import tools and a custom back-end solution for simple and effective data entry and management, we built a WordPress site and numerous infographics to accompany the study.

Over 10,000 data points from over 600 profiles with more than 1,200 different visuals were analysed and imported from Twitter to Excel, and then to WordPress for the entire world to see. Big Data? No worries, if you’ve got passion on your side.

The study analyses each leader’s Twitter profiles, tweet history, and their connections with each other. In fact, over 60 different parameters for each Twitter account have been analysed and visualised.

We were primarily charged with data analytics presentation and gathering. We also needed to come up with a simple, effective and scalable solution for data presentation and management in the shape of a web platform that was able to present vast amounts of data related to the study. We decided to create a number of infographics in several major languages to better point out key findings and results.


The entire effort and website presentation were cited by Huffington Post, BBC, Voice of America and numerous governments and organisations around the world.

Twiplomacy is an evolving project, with major updates scheduled and currently worked on in a joint effort between Burson-Marsteller and UX Passion. You can get more information by going to


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