As social media platforms continue to grow in reach and impact, it is increasingly important to understand the role they play and could play among the world’s business leaders. Burson-Marsteller, a leading global strategic communications and public relations firm, has tracked the social media footprint of governments and international organizations since 2012. Today, 87 percent of all 193 United Nations member governments have a Facebook presence; 124 heads of state and government have personal pages on the platform; and 100 of them share pictures on personal Instagram accounts. For the Facebook Leadership Communications Summit, Burson-Marsteller has developed its first exclusive study of how world business leaders use Facebook and Instagram and what they could learn from their counterparts among government leaders.
CEO and Worldwide Chair
Don Baer is worldwide chair and chief executive officer of the strategic communications firm Burson-Marsteller, a WPP company. Don’s career has spanned leading roles as a media, communications and creative executive for a wide range of business, government and non-profit organizations. Previously, Don served as Senior Executive Vice President for Strategy and Development at Discovery Communications and as Assistant to President Bill Clinton and White House Director of Strategic Planning and Communications, as well as Chief Speechwriter. Don is Chair of the Board of Directors of PBS, the U.S. Public Broadcasting Service, and is a member of the Board of Directors of Meredith Corporation. He is a lawyer and was Assistant Managing Editor at U.S. News & World Report.
Particle Accelerator and Social Media Architect
Matthias Lüfkens is the brainchild behind Twiplomacy, a study which looks at how governments and international organizations use digital platforms. Lüfkens leads the Digital network of Burson-Marsteller across EMEA, advising a wide range of Fortune 500 companies as well as non-profit organisations on the use of social media.Before joining the PR firm he was Head of Digital Media at the World Economic Forum (WEF) where he designed and implemented the highly successful digital strategy, opening the Davos meeting to a global audience on social media.Previously a journalist, he was Baltic States correspondent for Agence France Presse, Libération and the Daily Telegraph in the early nineties. In Vilnius he also founded In Your Pocket, an English language city guide series which has become Europe’s leading provider of city information.