Tradecraft > Use of Social Media
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Social media has become an essential tool of diplomacy—and not only for public affairs professionals. Ambassador Deborah Jones told us that, “Technology has always disrupted governments and how they function, and it will continue to do so. We have to look at different formats and formulas for our presence and modes of communication. The future of the Foreign Service should reflect these changes.” You too can use social media like a pro—if you follow Department guidelines and these helpful tips from the masters and practitioners we consulted:
You are always an American official. It’s easy—after a long day’s work, relaxing at home, scrolling through your social media feed—to “like” or retweet a post without giving it much thought. Resist that impulse. Think it through. As former Assistant Secretary David Newsom said, “Never forget that you are an official of the U.S. government. There is no such thing as a publicly expressed, personal opinion by a government official.” This is particularly important if you feel compelled to comment on social media. Anything you say can and will be used against you by unfriendly followers, so please heed the advice of Ambassador Newsom, “Do not run down your country’s policy.”
Tell a story (and have a story to tell). Social media caters to busy, distracted, active people. You can get them to slow down and pay attention if you tell a (short) story with sincerity and passion. Keep in mind the wise words of former Assistant Secretary Dan Fried: “Don’t be boring. Don’t sound like a Foreign Service weenie.” Diplomats have many amazing tales to tell about exotic places, inspiring people, and daring adventures, so talk to your audience as you would talk to your friends and family. Trust in the story to both educate and entertain. As former Assistant Secretary Pete Romero told us, “The stories of the State Department are worth telling and worth telling in an entertaining way… The great stories of diplomacy are fun, appealing, and accessible.”
Tell the truth. Check your facts before posting. Get the story straight. Be authentic and be honest. Be a credible, trusted voice. This is particularly important when working in hostile media environments colored by deliberate disinformation. As Ambassador Thomas Pickering said, “Truth is our handmaiden and twisting and bending it is not our craft.”
Everyone is now a PD officer. In Mexico, Ambassador Tony Wayne soon realized that, “everyone in the Embassy had to think of themselves as public diplomacy officers and seek ways to accentuate the positive parts of our relationship and the good that America had to offer.”
Pick your battles. You don’t have to respond to every comment or question. Engaging in Twitter battles only makes you look like a bully or worse. It can also give a one-day story more legs. But there are times when a response or a follow up makes sense. Social media can be an effective way to address a negative story, or even one that just garbles the facts. Consult your colleagues (especially the PAO), consider the source, define the message, and determine who should deliver it. And be kind and respectful, always. As Ambassador John Teft told us, “Empathy is such an important part of being a successful diplomat. People can size you up very quickly and determine whether or not you're genuinely kind or sincere and if you are really trying to listen to people.”
Trust your local staff. They know the lay of the land and can help incoming diplomats understand local audience(s), customs, sensitivities, expectations, and who/what to avoid.
Endorsements. Don’t do it. Don’t use your official position to endorse or promote any organization, product, service, or person, except in the context of fully cleared commercial advocacy or similar approved Department initiatives.
Do Not Delete. Official social media content is considered a Department record and should not be deleted. If the information is incorrect, you can post corrected information, but do not delete the erroneous post. After all, we are all human and mistakes happen.
Have fun! Social media platforms are great places to try out new messages/campaigns and to be creative and innovative in reaching audiences. Don’t be afraid to push the envelope or test an unorthodox approach on social media. Social media is a goldmine of data and we can get instant feedback on different ways to craft our policy messages and make them more effective.
Find the eternal truths or core values in even the most difficult or politicized issue. A fraught election? Focus on the integrity of the process and (depending on outcome) the peaceful transition of power. Mass social justice protests? Focus on the core right of people everywhere to peacefully protest, the need for authorities to show restraint, and the need to hold people accountable. That works in Israel as well as in Wisconsin.
The Natural. Social media just comes more naturally to some people. As Ambassador to Poland, Steve Mull had an incredible Twitter following and would often interact and answer questions in Polish late into the night. His social media presence became an integral part of his role as COM, and it was clearly something he enjoyed doing. Some people can intuit the right tone, right Tweet, and the right time to respond. For others, it is a learned discipline. Whether you’re a natural or a novice, it always helps to have a trusted colleague to approve any Tweet or FB post or even a like before you press send.
Amplify your voice. Ambassador John Heffern argued that social media—in his case Twitter - was a great tool for expanding outreach beyond traditional contacts, developing unconventional partners, humanizing us, and explaining our work. Once, online trolls tried to smear him with disinformation, but it didn’t stick because the smear didn’t match the person people “knew” from social media.
Broaden your base. Social media is not representative of society at large, but it is a different segment (younger, hipper, tech savvy) than we might otherwise interact with. These unconventional partnerships, including public-private partnerships, can offer real payoffs and help leapfrog problems. As Ambassador Heffern said, “Developing these partnerships requires getting out of the embassy, working through colleagues in USAID or PD, and using social media effectively.”
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