KPMG: Women at Davos forum increase their influence through social media

By Rob Starr, Content Manager, Big4.com

New data from KPMG International shows that women delegates are playing an increasingly prominent role in the public discussion from the World Economic Forum Annual Meeting in Davos, Switzerland.

Women at this year’s annual Davos summit actively using social media to communicate their messages to a wider audience beyond Davos include Christine Lagarde (Managing Director, IMF, Twitter: @Lagarde), Helen Clark (former Prime Minister New Zealand, @HelenClarkUNDP) and Dalia Ziada (award-winning Egyptian women’s rights advocate – @daliaziada).

Analysis of delegates’ Twitter activity, presented by KPMG website weflive.com shows that, on day one of the Davos meeting, delegates sent 2,376 tweets, of which 784 were from female attendees (excludes media, who accounted for 1,958 tweets, 45 percent of total).

KPMG’s research also highlighted the growing involvement of the general public in the online debate with Davos delegates with a 31 percent increase in retweets, showing greater engagement with the discussions emanating from Davos.

“Our analysis shows that Davos is changing and becoming more diverse, and that there is an appetite among the public to take part in these debates,” said Isabelle Allen, KPMG’s Global Head of Sales & Markets. ” Delegates are paying attention to this social media activity, and I see a great opportunity for a better informed dialogue at the Meeting.”

While the media delegation to Davos averaged three retweets for every tweet they posted (1,936 tweets to 5,629 retweets), ‘Public figures’ averaged 17.5 retweets for every tweet they posted (433 tweets to 7,591 retweets), including Mario Monti (78 retweets, 16 replies), Christine Lagarde (89 retweets, 95 replies) and David Cameron (79 retweets, 47 replies) — demonstrating the power of social media to enable the public and political leaders to engage more directly.