Digital diplomacy: how New Zealand can better sell itself

Digital diplomacy: how New Zealand can better sell itself

Facebook and Twitter could be useful tools in supporting a new kind of digital diplomacy to reach out to citizens, companies, global audience, and others. “New Zealand has long favoured the benefits of modest and moderate collaboration…and being sceptical of megaphone … “New Zealand has long favoured the benefits of modest and moderate collaboration…and being

Facebook and Twitter could be useful tools in supporting a new kind of digital diplomacy to reach out to citizens, companies, global audience, and others.
“New Zealand has long favoured the benefits of modest and moderate collaboration…and being sceptical of megaphone …

“New Zealand has long favoured the benefits of modest and moderate collaboration…and being sceptical of megaphone diplomacy”, says MFAT chief executive Brook Barrington.

These have shown they can be a means to drive fundamental changes in societies when used in the right way by the right people.

There is no reason to believe they can’t have a bigger role in enhancing New Zealand’s reputation by directing the world’s attention to what we do.

But New Zealand’s official social media channels are mostly under-utilised, or segmented towards specific regions and to an English-speaking audience.

Among 209 world foreign ministries, New Zealand’s Ministry of Foreign Affairs and Trade was ranked 102 in the Digital Diplomacy Review 2017 – just after Uganda and Pakistan.
Ad Feedback

The review measures ministries of foreign affairs’ presence, creativity and engagement across different social media assets such as Twitter, Instagram and Facebook.

To establish a social media presence and influence views and perception, different governments and ministries of foreign affairs engage in digital diplomacy.

For example, Sweden, the United States, France, and the UK have created multiple social media channels in different languages directed toward diverse regions to defend and promote their countries’ interests.

Some of these channels attract hundreds of thousands of followers with millions of interactions from all over the world.

In comparison, the government of New Zealand’s only official social media account is not verified or actively seeking to communicate directly with either a foreign audience or foreign Page 2 of 2 governments about its news and stories.

New Zealand’s Ministry of Foreign Affairs (MFAT) is increasingly using social media channels but the channels are in English, and not necessarily innovative and customised.

As a result, these channels do not generate the engagement and influence aspired to by digital diplomacy.

MFAT’s chief executive Brook Barrington said this about digital diplomacy: “New Zealand has long favoured the benefits of modest and moderate collaboration…and being sceptical of megaphone diplomacy”, so it’s no surprise its social media efforts, so far, have been understated.

But digital diplomacy should not be viewed as a form of megaphone diplomacy.

Rather, it should be used as a tool to actively communicate, engage, and promote New Zealand’s interests worldwide and to tell the stories of who we are, what we are doing, and why we are doing it.

Universities also have a role to play in training politically astute and media savvy graduates in the art and science of digital diplomacy.

Looking forward, I believe the Government of New Zealand should actively seek to increase its global presence in social media by creating different channels across various platforms in multiple languages.

These channels need to be run by enthusiastic and interactive people who truly understand and appreciate the uniqueness of New Zealand and express it in a way that other parts of the world can recognise.

In the long run, the Government of New Zealand, and its various ministries, need to actively engage in multi-language e-diplomacy to spread information about New Zealand to the rest of the world.

These activities can only serve to enhance New Zealand’s reputation and promote its interests globally in different areas of public life, including tourism, education, politics, and research.

New Zealand might be isolated geographically, but there is no need to insist on being virtually isolated as well.

– Fahad Alammar is a PhD candidate at Massey’s School of Management. His PhD thesis is focused on empirically investigating the concept of business diplomacy.

https://www.stuff.co.nz/national/politics/102002297/digital-diplomacy-how-new-zealand-can-better-sell-itself

Please follow and like us:

RSS BIDD

  • The Rising influence of Chinese Social Media 16th Jan 2019
    iir.cz image from article source: flickr.com People Can Say ‘No’: The Rising influence of Chinese Social Media It is worth noting that with the wider use of internet and social media, the social media and its users obtain stronger influence in China, both domestically and internationally. The Chinese social media users, especially the young generation […]
  • Metzgar paper published by USC Center on Public Diplomacy 16th Jan 2019
    mediaschool.indiana.edu Associate professor Emily Metzgar (Maggie Richards | The Media School) A paper by associate professor Emily Metzgar published by the USC Center on Public diplomacy [JB emphasis] analyzes the United States’ seven-decade history of government-sponsored international broadcasting.“Seventy Years of the Smith-Mundt Act and U.S. International Broadcasting: Back to the Future?” finds that while the […]
  • The ‘dark side’ of digital diplomacy: countering disinformation and propaganda 16th Jan 2019
    realinstitutoelcano.org image (not from article) from Corneliu Bjola | Head of the Oxford Digital Diplomacy Research Group (#DigDiploROx) | @CBjola Excerpt: Theme The ‘dark side’ of digital diplomacy, that is, the strategic use of digital technologies as tools to counter disinformation and propaganda by governments and non-state actors has exploded in the recent years thus […]
  • State Department’s Integrated Country Strategy for Greece published 16th Jan 2019
    E.Tsiliopoulos, newgreektv.com uncaptioned image from entry The State Department’s Integrated Country Strategy (ICS) for Greece recognizing the country’s position in the Eastern Mediterranean as being of key importance to US national security and energy priorities. Excerpt: Below is the full report: ... To combat attempts to destabilize the region, Mission Greece will support democratic institutions, […]
  • A Year in Review: Azerbaijan Optimizes Its Balanced Foreign Policy in 2018 16th Jan 2019
    Rahim Rahimov, jamestown.org, January 15, 2019 Image (not from article) fromExcerpt: Russia has pursued its own active official and public diplomacy [JB emphasis] with Azerbaijan. Bilateral relations seem to be warming significantly, with the two countries’ presidents having met six times in 2018, including two official reciprocal visits (see EDM September 18, October 24, 2018). […]

RSS Diplo Portal Belgrade

Most Viewed Posts

  • Twitter Suspends Hamas Accounts (967)
    By ROBERT MACKEYLast Updated, Sunday, Jan. 19 | Several Twitter accounts used by the military wing of Hamas have been suspended by the social network in recent days, angering the Islamist militants and delighting Israel’s military. #Twitter has suspended the official account of #Hamas, a terrorist group that uses social media to threaten #Israel http://t.co/g1UxKc9fpf
  • Brain drain in Serbia today (271)
    How does the Serbian government cope with the problem of brain drain today? The latest OECD publication, SOPEMI 2014 shows that 39 thousand persons emigrated in 2012 from Serbia to OECD countries only. (At the beginning of the global economic and financial crisis, the emigration from Serbia to OECD countries amounted to 27,000 in 2008.)
  • Humanitarian Intervention: Advantages and Disadvantages in East Timor and Kosovo (262)
    Have There Been Occasions on Which the Advantages of Humanitarian Intervention Using Armed Force have Outweighed the Disadvantages? Humanitarian intervention can be defined as the attempts of a foreign state to prevent violations of human rights in another state, often through the use of armed force. The use of armed force to protect human rights,

How Belgrade based diplomats use Digital Diplomacy and Internet 2016

Diplo Portal Belgrade

Please follow and like us:
Scroll Up

Enjoy this blog? Please spread the word :)