Enhancing Nation Brands with Social Media

  • 5th August 2019
  • 341 Views
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: 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

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

RSS BIDD

  • How Sahel rebel groups use online diplomacy 7th December 2019
    In the absence of access to privileged diplomatic channels, rebel groups engage in more public relations with foreign elites, international organizations and civil society groups. Digital tools, like social media, have given the Islamic State in Iraq and Syria (ISIS) and other terrorist organizations a much louder voice, and there is little doubt that they
  • A Woman’s Place is in the House… of Parliament 5th December 2019
    Skip to content Matt Field British Ambassador to Bosnia and Herzegovina 5th December 2019 Sarajevo, Bosnia and Herzegovina A Woman’s Place is in the House… of Parliament Along with many others across Bosnia and Herzegovina (BiH), the UK Embassy is currently marking ’16 Days of Activism’ to combat violence against women. Why only 16 days, […]

RSS Diplo Portal Belgrade

  • Данас се обележава Међународни дан волонтера 5th December 2019
    Meђународни дан волонтера (Међународни дан добровољца у име економског и социјалног развоја) установила је Генерална скупштина УН 1985. Дан добровољца (волонтера) установљен је у Русији Указом председника Владимира Путина 2017. Одлуком шефа руске државе 2018. је у Русији проглашена Годином добровољца (волонтера). Данас преко 10 милиона Руса редовно учествује у волонтерским акцијама. На Олимпијским и […]
  • Сегодня отмечается Международный день волонтера 5th December 2019
    Международный день волонтера (Международный день добровольца во имя экономического и социального развития) был учрежден Генеральной Ассамблеей ООН в 1985 году. В России День добровольца (волонтера) был установлен указом Президента В.В.Путина в 2017 г. Решением главы Российского государства 2018 г. был объявлен в нашей стране Годом добровольца (волонтера). На сегодняшний день свыше 10 миллионов россиян регулярно […]

Catalog of Destroyed and Desecrated Churches in Kosovo ( VIDEO )

How Belgrade based diplomats use Digital Diplomacy and Internet 2016

Diplo Portal Belgrade

Scroll Up