Twitter diplomacy

UK Foreign Secretary William Hague answers questions on Afghanistan and Pakistan for his seventh Twitter Q&A, 29 June 2011

Twitter diplomacy, also "Twiplomacy" or "hashtag diplomacy," refers to the use of social network and microblogging website, Twitter, by heads of state, leaders of intergovernmental organizations (IGOs), and their diplomats to conduct diplomatic outreach and public diplomacy.^[1]

Twitter has taken on diverse and occasional roles in diplomatic communications, from cordial announcements of bi-lateral cooperation to terse exchanges and diplomatic jabs, as well as more casual posts.^[2]

Origins of Twitter diplomacy

The term twitplomacy was proposed in 2011, in a pioneer work focused on the study of diplomacy within the social networks.^[3] This report shows how presidents use Twitter to keep diplomatic relationships with other presidents and political actors. However, the use of Twitter by world leaders and diplomats was on the rise as of April 2014, but Twitter diplomacy was only one aspect of the growing trend toward digital diplomacy, also known as eDiplomacy or Facebook diplomacy, by many world governments.

Twitter and diplomacy

As of April 2014, an estimated 241 million active users had joined Twitter.^[4] Twitter also offers policymakers the possibility to hear the many perspectives of a worldwide audience.

World leaders and their diplomats have taken note of Twitter's rapid expansion and have begun using it to engage with foreign publics and their own citizens. US Ambassador to Russia, Michael A. McFaul has been attributed as a pioneer of international Twitter diplomacy. He used Twitter after becoming ambassador in 2011, posting in English and Russian.^[2] A 2013 study by website Twiplomacy found that 153 of the 193 countries represented at the United Nations had established government Twitter accounts.^[5] The same study also found that those accounts amounted to 505 Twitter handles used by world leaders and their foreign ministers, with their tweets able to reach a combined audience of over 106 million followers.^[5]

Commenting in a 2013 publication on the subject for the Geneva-based, non-profit Diplo, former Italian Foreign Minister Giulio Terzi said of Twitter diplomacy, “Social media exposes foreign policymakers to global audiences while at the same time allowing governments to reach them instantly... Twitter has two big positive effects on foreign policy: it fosters a beneficial exchange of ideas between policymakers and civil society and enhances diplomats’ ability to gather information and to anticipate, analyze, manage, and react to events.”^[6]

Twitter diplomacy and controversy

Confrontations via Twitter diplomacy are visible to a worldwide audience because of Twitter's global nature.

In April 2014, tensions between the US State Department and the Russian Russian Ministry of Foreign Affairs over the 2014 Crimean crisis devolved into dueling tweets, with both ministries using the hashtag #UnitedforUkraine to convey opposite points of view.^[7][8]

Tweeting to a global audience also poses challenges to leaders and diplomats. In early 2014, Iranian President Hassan Rouhani decided to delete a controversial tweet that received much media attention, though it was likely intended for his domestic audience.^[9]

Use by governments and intergovernmental organizations

Twiplomacy's 2013 study provided new insight into the use of Twitter by governments. Twitter registration by region includes:^[5]

• Africa: 71% of governments
• Asia: 75% of governments
• Europe: 100% of governments^[10]
• North America: 18 governments
• Oceania: 38% of governments
• South America: 92% of governments

By heads of state and government

US President Barack Obama is credited as being the first head of state to establish a Twitter account, originally affiliated with his 2008 presidential campaign, on March 5, 2007 as user number 813,286.^[5] He is also the most followed head of state on Twitter.^[11] With over 42 million followers as of April 2014, he is the third most-followed person on Twitter behind pop stars Katy Perry and Justin Bieber.^[12]

Other heads of state and government to pioneer the conduct of Twitter diplomacy include Mexican president Enrique Peña Nieto, Belgian Prime Minister Elio Di Rupo,^[13] and Canadian Prime Minister Stephen Harper, all of whom joined Twitter in 2007.

By leaders of intergovernmental organizations

As of April 2014, the United Nations (UN) is the most followed intergovernmental organization,^[14] with its website showing over 2.56 million viewers in April 2014.^[15] Many of the UN's subordinate funds and agencies also attract large numbers of followers. The United Nations Children's Fund achieved greater popularity than its parent organization, the UN, and is followed by over 2.69 million as of April 2014.^[16]

By diplomats and diplomatic missions

Former Israeli ambassador to the United States, Michael Oren, echoed the sentiment of many diplomats when responding to a May 2012 question about why he joined Twitter: "Today there are few alternatives as far-reachng and effective, with very wide audiences and young audiences, as Twitter. Twitter is another tool that enables me to communicate with other diplomats and journalists, while also allowing me to add a personal touch."^[17]

Foreign ministries have caught on, and some are making efforts to advertise their presence on Twitter. The UK Foreign and Commonwealth Office, for example, published a consolidated list of all UK missions on social media.

The US State Department, one of the leaders in digital diplomacy, maintains an active presence on Twitter. Although former US Secretary of State Hillary Rodham Clinton encouraged American diplomats to tweet, she did not establish her personal handle until 2013, after she had already left office.^[18] Current Secretary John Kerry re-activated his personal Twitter handle after one year on the job.^[19] Former US ambassador to the Russian Federation, Michael McFaul, pioneered the use of Twitter for American ambassadors with a steady stream of English/Russian tweets during his 2011-2014 tenure.^[20][21] An academic by trade and not a career diplomat, Ambassador McFaul's tweets were generally blunt and un-polished—uncommon characteristics in the diplomatic world—earning both frequent criticism from the Russian government and praise from his supporters.^[21]

See also

• Hashtag activism

Further reading

• Andreas Sandre "Twitter for Diplomats", report for Geneva-based, non-profit Diplo (2013)
• "Twiplomacy: Heads of state and government on Twitter, July 2013", Twiplomacy study (July 2013)

References