Tedros Adhanom Ghebreyesus is one of the most active development leaders on social media. On his Twitter account, the World Health Organization aid chief shares almost every bit of his professional life, such as his meetings, state and field visits, and WHO’s work. Sometimes, he’s able to sneak in rainbow photos from his office in Geneva.
While it certainly helped him gain more influence in the global health space and establish his brand of leadership, his engagement on the platform has also helped champion WHO’s work — a much needed effort following a stormy few years in which the United Nations aid agency was battered with criticism for its handling of the Ebola outbreak.
Just like writing headlines, tweeting and other forms and usage of social media require great care and thought. Devex spoke to the lead author of the 2017 Twiplomacy report on international organizations' usage of social media to ask for tips on how organizations can improve on social media engagement.
His presence and engagement on the platform has been positively received by members of the global health community, as it allows them to interact with the WHO aid chief as well as understand his perspectives on issues such as gender equality and universal health coverage. And that seems to present a rather convincing case for other executives to follow.
But that may not be so easy if the executive isn’t particularly savvy when it comes to social media. Matthias Lufkens, managing director for digital at global public relations and communications firm Burson-Marsteller and lead author of the 2017 Twiplomacy report on international organizations’ usage of social media, told Devex how he tried — and failed — to convince Klaus Schwab, founder and executive chairman of the World Economic Forum, to use Twitter.