Burson-Marsteller Study Finds International Organisations are Increasingly Relying on Social Media to Engage with Their Followers.

The United Nations and UNICEF are the two most followed international organisations on social media, with 16.9 and 16.3 million followers, respectively, on all platforms combined. The Geneva-based World Economic Forum is in third place with 10 million followers and subscribers on Facebook, Twitter, Instagram, LinkedIn, YouTube and Google+.

The study looked at 97 multilateral organisations and selected non-profit organisations on the six main social media channels. The World Economic Forum has by far the largest number of interactions (likes and retweets), totaling 33.5 million interactions over the past 12 months on Facebook, Twitter and Instagram alone. UNICEF is in second place with 25.6 million interactions ahead of Greenpeace, totaling 11.2 million interactions.