Twitter Diplomacy: A Content Analysis of Eight U.S. Embassies’ Twitter Feeds

• In Event: New Perspectives in Global Communication Research

Abstract

In recent years, the Twitter feeds of U.S. Embassies have sparked controversies, angering both American political leaders as well as politicians in the local countries. This study examines how U.S. Embassies use Twitter, specifically analyzing whether embassy Twitter use furthers the mission of the U.S. Department of State as well as whether these Twitter feeds can be viewed as a barometer of tensions in varying regions. By examining the tweet output from eight embassies (four on the State Department official “watch list” and four not on the list), this study demonstrates a lack of consistency among Twitter use by embassies and irregularity with regards to furthering the State Department mission. These irregularities pose a threat to U.S. diplomatic efforts, suggesting that there is a strong need for the State Department to implement procedures to ensure use across all embassies is consistent with U.S. diplomatic goals.

Authors

• Meghan Sobel, University of North Carolina at Chapel Hill

• Joe Bob Hester, U of North Carolina

• Daniel Riffe, U of North Carolina