Public Engagement Model to Analyze Digital Diplomacy on Twitter: A Social Media Analytics Framework

M. Laeeq Khan*, Muhammad Ittefaq, Yadira Ixchel Martínez Pantoja, Muhammad Mustafa Raziq, Aqdas Malik

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)

Abstract

Social media's pervasiveness has created new demands for openness, transparency, realtime communication, and public engagement in diplomacy. In this study, we analyze public engagement strategies for diplomacy on Twitter that were employed by a German ambassador. By applying a text analytics approach, we explored the ambassador's tweets' core themes, how people reacted to those tweets, and what type of topics received higher engagement for 2 years. Eight themes emerged from our analysis of the tweets: democracy, politics and law; society and culture; conflict and violence; personality; environment and health; economic and social development; personal life; and embassy affairs. By analyzing the tweets' content, we present a public engagement model (PEM) for social media communication by highlighting 3 key factors that promote online public engagement: self-disclosure, positive attitude, and inquisitiveness. Results suggest that over 2 years, the German ambassador was a highly engaging personality in Pakistan, with around 4,369 interactions and highlighted positive diplomatic communication on Twitter. Tweets were positive, courteous, respectful, personalized, interactive, and direct.

Original languageEnglish
Pages (from-to)1741-1769
Number of pages29
JournalInternational Journal of Communication
Volume15
Publication statusPublished - 2021

Keywords

  • digital diplomacy
  • Germany
  • NVivo
  • Pakistan
  • public engagement model
  • SentiStrength
  • text analytics

ASJC Scopus subject areas

  • Communication

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