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Abstract

The utility of social media platforms as means for communication and engagement has become important for those responsible for public diplomacy. This article addresses this nexus between social media studies and diplomacy studies using original empirical research based on Facebook pages published by the diplomatic missions of 8 nations in 22 host nations. Data from 161 pages from January to December 2016 were extracted using Netvizz. A multi-stage mixed-methods approach uses quantifiable engagement data and qualitative content. The analysis varies from many previous studies by foregrounding social media as a communication environment and by including audiences/users as active participants. The findings suggest Facebook diplomacy is more relevant in countries that are smaller, poorer and closer. They categorise content using a four-part taxonomy of diplomatic discourse: outward-facing publicity, inward-facing publicity, engagement, and user-generated content. The article aims to develop the field of digital diplomacy studies by highlighting innovative findings and suggesting trajectories for further scholarship.

Keywords

data-driven analysis digital diplomacy Facebook public diplomacy social media

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Facebook diplomacy: a data-driven,user-focused approach to Facebook use by diplomatic missions

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