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LOOKING AHEAD

Conclusion

And yet it is not only crisis that has prompted a rally to global leadership. UN organisations driving long term societal change for the better such as UNICEF and UN Women have significant mobilisation power and, in some cases, a greater connection with their audience. As we look onwards, we may expect to see further changes in the power ranking this year. The World Bank (6, @WorldBank), IMF (11, @ IMFNews) and WTO (13, @WTO) are already important players but could become more so if the permacrisis moves towards recovery. Then their roles in the rebuild and response could come further into the spotlight, creating an opportunity to increase their social influence with an effective approach to digital diplomacy.

Likewise, we might also expect to see changes this year in the influence of the World Food Programme (12, @WFP), ICJ and European bodies. The WFP is already moving to address pressures in food supplies exacerbated by the conflict in Ukraine, further complicated by rampantly rising inflation and burgeoning refugee crises. The ICJ and European bodies can be expected to receive a greater influence as the year progresses as the court probes alleged genocide in Ukraine and European bodies navigate the continent’s response from the war. How far such developments will affect the relative social influence of these accounts will depend on how effectively each organisation can leverage the changing dynamics of digital diplomacy.