PERSPECTIVE: The Challenges of the Internet and Social Media in Public Diplomacy
In recent years, global political upheaval has brought a great deal of attention to the perceived power of the internet and social media. World leaders have been participating on twitter, governments run Facebook pages, and the U.S. State Department has been lauded for its vast efforts to integrate social media into what it calls “21st Century Statecraft.”
This paper takes a look at the variety of challenges facing governments that choose to employ social media as a tool of public diplomacy. From measures of effectiveness and audience reach, to the ability to have online material noticed above the sea of information posted daily, the proper use of these tools not as easy and straightforward as it may initially appear.
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