twiplomacy- the diplomacy of 140 characters
TRANSCRIPT
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Twiplomacy – The Diplomacy of
One Hundred and Forty Characters
Muhammad Arsalan
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• Why Twitter for Diplomacy?
• Analysing Twitter –Tweeters –States-Diplomats
• Digital Strategies – Reach, Diffusion, Network
• Case Analysis
Russia – Ukraine Crisis
US Cairo Embassy Disaster
#UnitedforUkraine Campaign
Venezuela – USA IssueWrapup
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83% of all governments have a Twitter presence
90 Foreign Ministries
65 Foreign Ministers
162 Heads of State & Government are on Twitter
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A Pictures worth a thousand words
• .
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Government - Reach - Diffusion
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State Leaders – Reach Diffusion
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Government – Activity
.
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Strategy – Content – Engagement-
Network - Relationship
• “push” strategy -i.e. using social media tosimply broadcast messages, reach much
smaller audiences
• “pull” or “networking” strategy, i.e. usingsocial media to actively interact with
stakeholders
• #Hashtags• Replies
• @Mentions
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Engagement
• Mentions – Campaigns – Counterparts –
Public Hearing – Engagement – Interaction –
Relational Network [Austria – Latvia- France]
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Diplomat - State
Self contained –
Cause Oriented
@Mention – From
Sweden to engage Russia
– A Blooper costing
backlash and Retreat!
Apology in Public
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State - State
Sarcasm –
Campaign-
Mentions - Diffusion
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Foreign Public –
State Leader
#Hashtag Campaign
President Obamasigned an order
labelling Venzuela
as National Threat
Activists have
mobilized 6.2 Mn
petition against theorder has been
signed by people of
Venzeula –
Insighted
Nationalism and
patriotism
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Disaster at Cairo Embassy
Diplomat – Foreign Public
To sustain exogenous
pressure, ended up
insighting endogenous
pressure
Schwartz Tweet
9/11/2011
"condemns the
continuing efforts by
misguided individuals
to hurt the religious
feelings of Muslims,"
Schwartz Tweet
9/11/2011
"condemns the
continuing efforts by
misguided individualsto hurt the religious
feelings of Muslims,"
Republican
challenger Mitt
Romney, lawmakers,
and conservatives
around the country as
an inappropriate"apology" and a failure
to stand up for
American principles
such as freedom of
speech.,"
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Exogenous Shock – Embassy Breach
Four Diplomat Died in Libya Benghazi
- Endoegnous Shock : Strong
Criticism for apologetic attitude
on American values and religiousintolerance.
- Obama and Ms. Clinton have to
explain the situation.
- Larry Schwartz Sacked for his
conversational / casual
hyperactivity with too much
engagement
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STATE-
CAMPAIGN
The Hashtag
got 10,000
tweets intwo days
http://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsyhttp://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsyhttp://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsyhttp://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsyhttp://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsyhttp://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsyhttp://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsyhttp://topsy.com/analytics?q1=#UnitedForUkraine&via=Topsy
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Russia riding the US
Hashtag campaign for
its own narrative!
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Hashtag Campaigns
backed by no
tangible action -
ruthlessly criticized
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State – to Non State
/ Terrorist Groups.
After failure of
Hashtag Campaigns
– US DigitalDiplomacy is
reverting to
Broadcast-Push
Strategy from
Network-Pull
Strategy
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Journalist - Bureaucrat34 Years Seasoned
Journalist –sacked – twitter
account deleted
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State-Foreign Public
Cultural Engagement –
Exchange – A bit of a
Blooper inviting uproaring
Bangladesh
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Listen – Watch -Adapt
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Listen – Watch -
Adapt
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Wrap-up• Digital Diplomacy is not one size fit all
• No Generalization – Oversimplification – Thumb rules
Balance is the key – Balancing between
• Listening or speaking
• Push or Pull
• Network or Cascading Information
• Endogenous and Exogenous Shocks
• Timing
• Attitude
• Content
• Personalization Versus Formal Behaviour
• Sarcasm Versus Subtleness Versus Abuse Versus Politesse
• Digital Diplomacy supplements not substitute Face to Face Diplomacy
It should complement
• Advocacy , Cultural and Exchange Diplomacy, and Information Dissemenation.
Connect and Engage to
• following and predicting developments,
• formulating and implementing policy,
• influencing and identifying who to influence,
• communicating our policy
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