Digital diplomacy in GCC countries: strategic communication of Western embassies on Twitter

Drawing upon online communication research, this study identifies six effective communication strategies for social media-based diplomacy on Twitter: interactive, personalized, positive, relevant, and transparent communication among a broad network of stakeholders. By using an extensive mix-method design (i.e., combining a manual content and automated network analyses, N = 4438 tweets), this research examines to what extent these communication strategies are adopted on Twitter by Western embassies active in countries from the Gulf Cooperation Council. We found that embassies are not utilizing social media to its full potential. Although embassies are transparent, use positive sentiment in their online communication and post relevant information to their stakeholders, they hardly engage in direct interactive and personal communication, and only reach out to a limited group of stakeholders. We recommend embassies to put more emphasis on two-way interactive communication with a vast variety of stakeholders.