Matthias Lüfkens is the brain behind Twiplomacy, a study which looks at how governments and international organisations use digital platforms. Lüfkens is a social media architect at BCW, advising Fortune 500 companies and non-profit organisations on the use of social media. Before joining the PR firm he was head of digital media at the World Economic Forum (WEF), where he designed and implemented the highly successful digital strategy. Previously a journalist, he was the Baltic States correspondent for AFP.