In Europe, however, it’s been a longer path for Tweets to become mainstream. An informal conversation I (Scott, that is) had recently with some of our Public Relations Global Network (PRGN) partners, including Coen Staal of Evident P.R. in the Netherlands, indicated the same.
Prior to the European Parliament elections last summer, a Fleishman-Hillard survey found that while Congressmen and Senators in the United States had embraced social media as a way to effectively communicate with their constituents, that wasn’t the case in Europe.
So, the governing body created social media profiles in an attempt to reach younger voters. Unfortunately, the messaging was primarily matter-of-fact and not really interactive or engaging.
Since then, European Parliament President Jerzy Buzek has launched his own Twitter account. And, research conducted by Edelman indicates that the use of Twitter among senior government personnel in European Union capitals and Washington, D.C., is expected to increase by nine percent over the next three years.
That still sounds like a slow road to Twitterville.