Matthias Lüfkens, social media architect at the World Economic Forum, aspires to inspire. After bringing Davos to the world for five years, he now brings the world to Davos through his innovative use of social media, YouTube, MySpace, Facebook, Flickr, Wikipedia, Qik and Livestream included.

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). In 1991 he founded the In Your Pocket city guide series in Lithuania, now Central Europe's premier publisher and provider of city information (www.inyourpocket.com). In his free time, when not slavishly tracking tech trends, Lüfkens films and edits videos for his multiple YouTube channels.