An Introduction

Every diplomatic mission has an ultimate goal based on their country’s strategic interest. Simply put – it is all about making friends.

The challenge for any representative is to get the message across. However, a successful diplomatic effort gets others to convey the message for you.

Diplomatic missions all over the world have recognized social media as an efficient tool to achieve their goals, but I feel that they are using new tools, old school style, failing to understand and utilize the very essence of social media marketing.

Diplomatic missions – embassies, consulates and delegations are still preaching to their own choirs with very little success in reaching out to new audiences which are and should be their top priority.

One can argue that the choir’s broader network does get exposed to the content, but is that really the case and if so, how effective is it?

The initial fan drive’s importance lies first and foremost  in beefing up your following so that you, as a government don’t look pathetic… I found that the easiest way to do that is by asking your friends and relatives who you left behind at home to like your Facebook page or follow you on Twitter. They won’t all do it, of course. Not everyone wants to show that they LIKE something that the government is doing. But I told people it would be a great way for them to keep track of me and what I’m doing. Who would have thought that they would be interested? Lucky for me, they were!

Cultivating your natural audience is important, especially when you are at an early stage of building your following. But once you have done that, the real hard work begins, and that is keeping your audience engaged and motivated to share your content out of interest, and eventually branching out to new audiences who you would have never thought possible to reach.

As we progress in this blog, I will be examining as well as sharing mine and other professionals’ insights on this matter as well as the many issues and challenges not only in building a following but also engaging and fulfilling strategic goals via digital diplomacy.