Diplomacy in the Digital Age

By Brian Hocking and Jan Melissen
0 Comment(s)Print E-mail China.org.cn, October 26, 2015
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The PSVI provided an example of ways in which big data can be used in analysing the dynamics of digital diplomacy.43 Mapping the online conversations that developed around the Global Summit and applying transmedia engagement techniques helped to demonstrat how digital engagement can boost a campaign of this kind. Analyzing communication flows via retweets around embassy networks helped FCO digital diplomacy analysts to evaluate how communities develop amongst embassy followers. Mapping the data demonstrated how engagement with leading figures such as Pope Francis may enhance campaigns and provide clues as to maximizing digital strategies.

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