1. Winning Hearts and Likes: How foreign affairs and defence agencies use Facebook
- Author:
- Damien Spry
- Publication Date:
- 06-2020
- Content Type:
- Special Report
- Institution:
- Australian Institute of International Affairs
- Abstract:
- For defence and diplomacy, digital media, and specifically social media, have become an unavoidable aspect of their operations, communications and strategic international engagement, but the use of those media isn’t always understood or appreciated by governments. While the Department of Foreign Affairs and Trade (DFAT) and the Department of Defence (DoD) both use social media, including accounts managed by diplomatic posts overseas and by units of the ADF, both departments can improve how they reach and engage online. It’s important to note, however, that their use cases and audiences are different. DFAT’s audience is primarily international and varies by geographical location. Defence has a more local audience and focus. More importantly than the content, online engagement is dependent on the strength of the ties between the senders or sharers and the recipients of the content. For both departments, improving those online ties is vital as they seek to influence. The Australian Government should use social media far more strategically to engage international audiences—particularly in the diplomatic and defence portfolios. Both DFAT and Defence should review outdated digital strategies, cross-promote more content and demonstrate transparency and accountability by articulating and publishing social media policies. Both departments should create more opportunities for training and the sharing of skills and experiences of public diplomacy staff. They should refrain from relying solely on engagement metrics as success measures (that is, as a measure of an individual’s, usually senior staff’s or heads of missions’, level of ability or achievement). Instead, by changing the emphasis from the producers of social media content to the audiences that interact with it, the engagement data can be usefully regarded as a proxy for attention and interest. This can tell us what kinds of audiences (mostly by location) are engaged, and what types of content they do and don’t engage with. This information indicates the (limited) utility of social media; this should guide online engagement policy. This report also highlights and recognises the value of social media for the defence community — especially as a means of providing information and support for currently serving personnel and their families—by supporting the use of Facebook for those purposes by all defence units. DFAT should remove the direction for all Australian heads of mission overseas to be active on social media. While this presence is indeed useful and boosts the number of global government accounts, if our ambassadors aren’t interested in resourcing those accounts, the result can be sterile social media accounts that don’t engage and that struggle to connect with publics online. Instead, both departments should encourage those who are interested in and skilled at digital diplomacy to use openness, warmth and personality to engage.
- Topic:
- Foreign Policy, Defense Policy, Social Media, and Facebook
- Political Geography:
- Australia