Digital diplomacy: success at your fingertips

Neil Collins, Kristina Bekenova

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


It is claimed that digital diplomacy will radically change how diplomats engage with the populace in the countries to which they are stationed. Facebook in particular is seen as a means by which embassies can speak to sections of the local population that have previously been difficult to engage. The European Union has signalled its intent to embrace social media more purposefully and meaningfully as part of its diplomatic effort. This article examines those claims made for digital diplomacy relying on data that show the patterns of use of Facebook by European embassies in Kazakhstan. The results show that, primarily, Facebook’s features are used for one-way communication of banal and routine information. However, little policy dialogue is evident.

Original languageEnglish
JournalPlace Branding and Public Diplomacy
Issue number1
Publication statusPublished - Mar 4 2019


  • Digital diplomacy
  • European embassies
  • Facebook
  • Kazakhstan
  • Political conversation
  • Social media

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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