In terms of content, UNESCO’s Twitter is more attractive and original than ALIA’s Twitter. UNESCO’s Twitter is not only posted by text, photos and images but also with attractive GIF and lots of short videos. It is more attractive. Unlike ALIA’s Twitter, UNESCO’s Twitter is more original with fewer posts of retweets. In UNESCO’s Twitter, the content focuses on education, preservation of World Heritage, protection of journalists, protection of earth resources and promotion of inclusion and equality (UNESCO, n.d.-a). In ALIA’s Twitter, the content focuses on promotion of events, topic sharing (e.g., tackling misinformation), book recommendations, promotion of online free trainings, information for libraries (e.g., The 2021 Guide to Social Media for Libraries) and promotion of events by different libraries (Aust Lib & Info Assn, n.d.).

In terms of audience, the audiences of UNESCO’s Twitter are broader than ALIA’s Twitter. I think the audience of UNESCO’s Twitter can be all kinds of people especially educators, governments, international communities, teachers, school personnel, environmentalists, historians and people who are concerned about the rights of journalists. It is analyzed based on the mission of UNESCO (UNESCO, n.d.-b). On the contrary, ALIA’s Twitter mainly for library and information professionals.

In my opinion, I think UNESCO’s Twitter is more successful than ALIA’s Twitter. The first reason is UNESCO’s Twitter has 3.3 million followers, up from 11.3k for ALIA. It means that UNESCO’s Twitter is more popular. The second reason is the number of people who leave comments, like and retweet in the posts of UNESCO’s Twitter is higher than ALIA. It reflects that audiences have more engagements with the organization. Also, the number of retweets reflects that the information from the posts can be widely spread. The third reason is the short videos of UNESCO’s Twitter have been viewed more times than ALIA. Most of the short videos from UNESCO’s Twitter have been viewed over a thousand times but ALIA’s short videos have been viewed hundreds of times or even less. It shows that the message of UNESCO’s Twitter videos can be delivered to audiences with higher chance.