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Rethinking social media engagement strategy in Indonesian missions abroad

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This paper examines social media engagement strategies at Indonesian missions abroad as part of digital diplomacy. Since Indonesia’s Ministry of Foreign Affairs (MoFA) opened Twitter and Facebook accounts in 2010, Indonesian missions abroad have followed suit, establishing more than 522 accounts across four major platforms: Twitter, Facebook, Instagram, and YouTube. Drawing on a survey, gap analysis, and interviews, the paper finds discrepancies among missions in planning and strategy, follower demographics, and available resources, despite their awareness of MoFA’s social media engagement strategy. It argues that MoFA and its missions should shift their focus from audience growth alone to social impact. The paper recommends building “correct” growth as a foundation by providing mission-specific strategic and technical guidelines, developing a content management system, and improving reporting and monitoring tools.

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Ketersediaan

2021-0292

Sesdilu 69-2021

Training Materials Repository

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

Sesdilu 69-2021

Penerbit

Jakarta : Kementerian Luar Negeri., 2021

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

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Klasifikasi

NONE

Tipe Isi

text

Tipe Media

computer

Tipe Pembawa

online resource

Edisi

-

Subjek

Digital diplomacy — Indonesia

Info Detail Spesifik

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Pernyataan Tanggungjawab

UPT. Sekolah Staf Dinas Luar Negeri

Versi lain/terkait

Lampiran Berkas

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