Diplomacy 2.0: The Future of Social Media in Nation Branding

Abstract

The importance of social media as a tool of public diplomacy has gained traction in U.S. foreign policy initiatives. The Obama administration’s creation of “Diplomacy 2.0” has brought the use of Twitter and other social media sites to the front line of public diplomacy practices. This paper looks at why social media are an effective tool for two-way communication and how it can enhance U.S. public diplomacy initiatives. The author examines case studies of successful implementation of Twitter diplomacy and the use of Twitter for crisis management. Finally, the author concludes and discusses policy prescriptions, including Twitter implementation, relevant to the U.S. Department of State.