|Elcano Royal Institute / Fundación Real Instituto Elcano
|Analyses of the Elcano Royal Institute (ARI)
|Blog & Commentary
For Ministers of Foreign Affairs (MFA) and embassies, being on social media is no longer only about presence and networking, but about standing out through the virality of their messages. Virality allows digital diplomats to step out of their immediate ‘bubble’ and reach out to unfamiliar audiences, showcase their position on important policy issues or normative claims, and enhance their social authority in front of their peers or the online public. The challenge for digital diplomacy lies in achieving the proper know-how and technical capacity to make their messages ‘go viral’. This ARI provides some clues and rules to improve the virality in digital diplomacy.
|Politics and International Relations