Enhancing Nation Brands with Social Media

Enhancing Nation Brands with Social Media

Social media platforms often create a gray area in public diplomacy. Are Twitter “likes” indicative of meaningful relationships? In a new study published by USC Annenberg's International Journal of Communication, 2017-2019 CPD Research Fellow Diana Ingenhoff of the University of Fribourg and Efe Sevin of Reinhardt University assert that they are not.

Warning against over-valuing “likes,” Ingenhoff and Sevin introduce solutions for the many difficulties in measuring the effectiveness of social media-driven public diplomacy campaigns to improve a country's nation brand. By examining Twitter activity from the governments of Australia, New Zealand, Switzerland and Belgium, their model considers both content (ideas expressed in posts) and digital networks (the links between users built through retweets, mentions, etc.). Notably, four dimensions are defined for measuring social media's impact on country reputation: fu..

Social media platforms often create a gray area in public diplomacy. Are Twitter “likes” indicative of meaningful relationships? In a new study published by USC Annenberg’s International Journal of Communication, 2017-2019 CPD Research Fellow Diana Ingenhoff of the University of Fribourg and Efe Sevin of Reinhardt University assert that they are not.

Warning against over-valuing “likes,” Ingenhoff and Sevin introduce solutions for the many difficulties in measuring the effectiveness of social media-driven public diplomacy campaigns to improve a country’s nation brand. By examining Twitter activity from the governments of Australia, New Zealand, Switzerland and Belgium, their model considers both content (ideas expressed in posts) and digital networks (the links between users built through retweets, mentions, etc.). Notably, four dimensions are defined for measuring social media’s impact on country reputation: functional (beliefs about a country’s competency and competitiveness); normative (beliefs about a country’s integrity); aesthetic (beliefs about a country’s culture, traditions and territory); and sympathetic (general fondness for a country).

“The reputation and perception of a country could and should be seen as an outcome of public diplomacy,” write Ingenhoff and Sevin. “Social media presents a unique platform for individuals to present their honest opinions and thus is a reliable arena for data collection. … The link between digital public diplomacy and nation brands is based not only on the content but on the flow of the messages.”

You can read the full study, “Public Diplomacy on Social Media: Analyzing Networks and Content,” here.

Original Article

The importance of Public Diplomacy as an instrument of foreign policy and what makes a good diplomatic agent

Please follow and like us:
error

Generic selectors
Exact matches only
Search in title
Search in content
Search in posts
Search in pages

RSS BIDD

  • DOJ  should take action against China’s Twitter propaganda 22nd August 2019
    Over the last few years, Chinese state media organs have accelerated a campaign to leverage U.S. social media platforms – namely, Twitter – to promote the Chinese Communist Party’s (CCP) narrative on several issues. The post DOJ  should take action against China’s Twitter propaganda appeared first on BIDD.
  • Travelling to the EU or live there? Get ready for Brexit 22nd August 2019
    Skip to content Christopher Pincher Minister of State (Minister for Europe and the Americas) 22nd August 2019 London Travelling to the EU or live there? Get ready for Brexit The UK is leaving the EU on 31 October and we are making all necessary preparations to ensure we are ready. This includes making sure UK […]

RSS Diplo Portal Belgrade

  • German Ambassador: boycott not good for democracy 22nd August 2019
    AUTHOR: N1 Belgrade According to the ambassador, political debates should be held in parliament, adding that it’s important for the opposition to have the conditions to operate. He recalled the European Union progress report which said that the conditions in parliament are not good and should be changed. “The opposition has indicated that it will […]
  • Projekat „Poljske pomoći” u Vršcu 22nd August 2019
    Otpravnik poslova Republike Poljske Andžej Kinđuk izvršio je monitoring razvojnog projekta koji Ambasada realizuje u Vršcu. The post Projekat „Poljske pomoći” u Vršcu appeared first on Diplomatic portal.

Catalog of Destroyed and Desecrated Churches in Kosovo ( VIDEO )

Most Viewed Posts

  • Twitter Suspends Hamas Accounts
    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
  • The State of Gastrodiplomacy
    By Paul Rockower It is fitting that a magazine devoted to studying innovations and trends in the field of public diplomacy has turned its focus on an increasingly popular forms of cultural diplomacy: gastrodiplomacy. Public Diplomacy Magazine’s Summer 2009 issue on Middle Powers explored the behavior of middle powers and the contours of “middlepowermanship.” Articles

How Belgrade based diplomats use Digital Diplomacy and Internet 2016

Diplo Portal Belgrade

Please follow and like us:
error

Scroll Up
error

Enjoy this blog? Please spread the word :)