11 Oct 2011
Evaluating Online Public Diplomacy Using Digital Media Research Methods, A Case Study of #ObamainBrazil,
New report, written with David Montez, published through the InterMedia Global Research Network,
In this study (available here) we;
(1) discuss research methods needed to develop, implement, and evaluate social media campaigns in public diplomacy;
(2) assess the State Department’s use of digital media to support President Obama’s March 2011 visit to Brazil; and
(3) offer recommendations for using social media in future public diplomacy campaigns. They conclude that, to be effective, public diplomacy practitioners must adopt new research methods and strategies that take into account opportunities and constraints in using social media.