Learner’s Submission: Social Media in Brazil


“The Brazilian Federal Government does not benefit the interaction capabilities of Twitter to engage with the public or with other Latin American leaders , according to Twiplomacy , annual study by Burson – Marsteller which analyzes the presence and activity of the global leaders in microblogging .

According to the study , all South American countries except Suriname have a presence on Twitter . Most presidents have personal accounts on the microblogging and communicate with each other frequently. An exception is the president of Brazil , Dilma Rousseff .

According to the report , though popular among their peers , Dilma Rousseff keeps your inactive account since it was elected in late 2010.

The Brazilian leader is presented as a ” perfect example of how the world leaders discover Twitter during the election campaign and then abandon their followers , once elected . ”

On the other hand , the Foreign Ministry is quoted as an example of efficient use of Twitter by public institutions . The profile is the most connected between the ministries of foreign affairs of Latin American countries , has more than 80,000 followers and public interest content frequently , and share content in other formats , such as photos and posts on the official blog .

The study results show that Twitter has established itself as a tool of political integration and global diplomatic relations , but that Brazil is losing a great opportunity to expand the dialogue with the population and its international partners .

“Twitter is a platform agile and direct , used actively used by 19.2 million Brazilians . The companies have already discovered the power and reach of the tool . Leaders around the world use it for dialogue with citizens and with their peers in other countries . It is an opportunity for the Brazilian government to talk to people and partners , “said Cely Giraldes Carmo , digital strategist for Burson- Marsteller Latin America .

Among Latin American leaders present on Twitter , Rafael Correa of ​​Ecuador, is what most interacts with his followers . Around 83 % of all tweets Correa are responses to messages from other Twitter users .

The report also shows that Argentine President Cristina Fernández de Kirchner is the most followed among the leaders of Latin America , with over 2.1 million followers .

Already the government has considered the most prolific in the region is the one that belongs to the presidential administration in Venezuela , with more than 41 tweets per day , on average .

Overall, the study shows that 77 % of leaders have a profile on the social network and 68 % are connected with other heads of state and official profiles world .

The ” Twiplomacy ” examined profiles 505 153 different countries. U.S. President Barack Obama is the leader most followed on Twitter , with 33 million followers .

Second is Pope Francisco, which is followed by seven million people in their profiles in nine different languages. The Pope’s Tweets are results on average 11,000 times , making the Pope the global leader of the most influential social network .” – Ester Cristina Alves Da Silva – São Paulo, Brazil


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