Modi’s followers are nearly twice the 23.1 million who follow US President Donald, the “World Leaders on Facebook” study by Burson Cohn & Wolfe (BCW), a top-three, full-service, global communications agency with expertise in digital and integrated communications.
As of March 15, 2018, Queen Rania of Jordan is in third place with 16 million followers, ahead of the institutional page of the Indian prime minister, @PMOIndia, with 13.9 million followers.
The study analysed the activity of 650 Facebook pages of heads of state and government and foreign ministers from January 1, 2017 using aggregate data from Facebook’s Crowdtangle tool.
Over the past 14 months, the Facebook page of Trump had by far the most interactions of any world leader on Facebook, with a total of 204.9 million interactions (defined as the total number of comments, likes and shares), almost twice as many as Narendra Modi with 113.6 million interactions.
Indonesian President Joko Widodo has 46 million interactions and Cambodia’s Prime Minister Samdech Hun Sen and Argentina’s President Mauricio Macri follow with 36 and 33.4 million interactions, respectively.
The study found that 175, or 91 percent, of the 193 United Nations member states maintain an official Facebook page.
In addition, 109 heads of state, 86 heads of government and 72 foreign ministers maintain personal pages on the platform.
“It is clear that world leaders are increasingly using social media to communicate directly with their constituents and platforms like Facebook to bring a personal, humanizing tone to their communications,”said Chad Latz, chief innovation officer, Burson Cohn & Wolfe.
The findings revealed that, while more than half of the posts have photos, world leaders are increasingly sharing videos and a handful are going live to talk directly to their constituents.