Matthias Lüfkens, leads the Digital Practice of Burson-Marsteller across Europe, Middle-East and Africa (EMEA). Before joining Burson-Marsteller Lüfkens was Head of Digital media at the World Economic Forum (WEF) where he designed and implemented the digital strategy. He has brought the digital world to Davos through his innovative use of Social Media, Twitter, Facebook, Google+, Flickr, Wikipedia, YouTube and Livestream and has advised a wide range of Fortune 500 companies as well as non-profit organisations on social media. He is the author of the Twiplomacy study and maintains the @Twiplomacy Twitter feed, looking specifically at the use of Twitter and social networks by world leaders.
Previously a journalist, he was Baltic States correspondent for Agence France Presse, Libération and the Daily Telegraph (1991-96); and later Deputy Editor-in-chief of EuroNews television (1996-2004). He is a an occasional columnist on mastering social networks for French-Swiss business magazine Bilan, and a frequent speaker at major technology events such as LeWeb in Paris, Lift in Geneva, the Next Conference in Berlin, SIME in Stockholm and TedxZurich.