Wired (UK): “We’re not yet sure if diplomacy is going digital or just the conversations we’re having,” Moira Whelan, Deputy Assistant Secretary for Digital Strategy, US Department of State, admitted on stage at TedxStockholm. “Sometimes you just have to dive in, and we’re going to, but we’re not really sure where we’re going.”
The US has been at the forefront of digital diplomacy for many years now. President Obama was the first leader to sign up to Twitter, and has amassed the greatest number of followers among his peers at nearly 41 million. The account is, however, mainly run by his staff. It’s understandable, but demonstrates that there still remains a diplomatic disconnect in a country Whelan says knows it’s “ready, leading the conversation and on cutting edge”.
In Europe Swedish Minister for Foreign Affairs Carl Bildt, on the other hand, carries out regular Q&As on the social network and is regarded as one of the most conversational leaders on Twitter and the best connected, according to annual survey Twiplomacy. Our own William Hague is chasing Bildt with close to 200,000 followers, and is the world’s second most connected Foreign Minister, while David Cameron is active on a daily basis with more than 570,000 followers. London was in fact the first place to host a “Diplohack”, an event where ambassadors are brought together with developers and others to hack traditional diplomacy, and Whelan travelled to Sweden to take place in the third European event, the Stockholm Initiative for Digital Diplomacy held 16-17 January in conjunction with TedxStockholm.
Nevertheless, Whelan, who has worked for the state for a decade, says the US is in the game and ready to try new things. Case in point being its digital diplomacy reaction to the crisis in Syria last year.
“In August 2013 we witnessed tragic events in Syria, and obviously the President of the United States and his security team jumped into action,” said Whelan. “We needed to bear witness and… very clearly saw the need for one thing — a Google+ Hangout.” With her tongue-in-cheek comment, Whelan was pointing out social media’s incredibly relevant role in communicating to the public what’s going on when crises hit, and in answering concerns and questions through it.
“We saw speeches and very disturbing images coming at us,” continued Whelan. “We heard leaders making impassioned speeches, and we ourselves had conversations about what we were seeing and how we needed to engage and inform; to give people the chance to engage and ask questions of us.
“We thought, clearly let’s have a Google+ Hangout. Three people joined us and Secretary John Kerry — Nicholas Kirstof of the New York Times, executive editor of Syria Deeply, Lara Setrakian and Andrew Beiter, a teacher affiliated with the Holocaust Memorial Museum who specialises in how we talk about these topics with our children.”
In the run up to the Hangout, news of the event trickled out and soon Google was calling, asking if it could advertise the session at the bottom of other Hangouts, then on YouTube ads. “Suddenly 15,000 people were watching the Secretary live — that’s by far largest number we’d seen. We felt we’d tapped into something, we knew we’d hit success at what was a challenging time. We were engaging the public and could join with them to communicate a set of questions. People want to ask questions and get very direct answers, and we know it’s a success. We’ve talked to Google about how we can replicate that. We want to transform what we’re doing to make that the norm.”
Secretary of State John Kerry is, Whelan told Wired.co.uk later, “game for anything” when it comes to social media — and having the department leader enthused at the prospect of taking digital diplomacy forward is obviously key to its success.
“He wanted us to get on Instagram and the unselfie meme during the Philippines crisis was his idea — an assistant had seen it and he held a paper in front of him with the URL to donate funds to Typhoon Haiyan victims,” Whelan told Wired.co.uk at the Stockholm diplohack. “President Obama came in with a mandate that social media would be present and pronounced in all our departments.”
“[As] government changes and is more influenced away from old paper models and newspapers, suspenders and bow ties, and more into young innovators wanting to come in and change things,” Whelan continued, “I think it will change the way we work and help us get smarter.”
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