 In July 2012, global public relations and communications firm Burson-Marsteller studied the use of Twitter by heads of state and government, referred to as Twitter diplomacy.The study on Twiplomacy  found that there were 264 Twitter accounts of heads of state and government and their institutions in 125 countries worldwide and that only 30 leader's tweet personally.Since then, the attention on digital diplomacy as a tool of public diplomacy has only increased.