2012
DOI: 10.3751/66.3.14
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public Diplomacy 2.0: A Case Study of the US Digital Outreach Team

Abstract: The internet is enabling new approaches to public diplomacy. The US Digital Outreach Team (DOT) is one such initiative, aiming to engage directly with citizens in the Middle East by posting messages about US foreign policy on internet forums. This case study assesses the DOT's work. Does this method provide a promising move towards a more interactive and individualized approach to connecting with the Middle East? What are the strategic challenges faced by “public diplomacy 2.0?”

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Cited by 67 publications
(26 citation statements)
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“…This is a part of the open data initiative in which governments provide public access to large datasets to facilitate crowdsourcing solutions to community-wide problems (Kassen, 2013). Like other government branches and public institutions that use social media data to predict public opinion (Sobkowicz, Kaschesky, & Bouchard, 2012), public diplomacy also involves opinion mining: The State Department's US Digital Outreach Team, for example, disseminates bi-weekly brief summarizing what people talk about online (Khatib, Dutton, & Thelwall, 2012).…”
Section: Literature Reviewmentioning
confidence: 99%
“…This is a part of the open data initiative in which governments provide public access to large datasets to facilitate crowdsourcing solutions to community-wide problems (Kassen, 2013). Like other government branches and public institutions that use social media data to predict public opinion (Sobkowicz, Kaschesky, & Bouchard, 2012), public diplomacy also involves opinion mining: The State Department's US Digital Outreach Team, for example, disseminates bi-weekly brief summarizing what people talk about online (Khatib, Dutton, & Thelwall, 2012).…”
Section: Literature Reviewmentioning
confidence: 99%
“…As mentioned previously, some studies [12], [16], [25], [17], [26], [27], [27], and [28] were conducted on a single case study thus; the results might not be generalized. Therefore, these studies could be enhanced by considering other cases and/or countries.…”
Section: Discussionmentioning
confidence: 99%
“…While several studies have considered American efforts to engage publics in the online environment (Hayden, 2012(Hayden, , 2013Khatib et al, 2012;Metzgar, 2012;Newsom and Lengel, 2012;Vanc, 2012;Cull, 2013), with some studies focused specifically on countries in Northeast Asia (Seo, 2009;Lu, 2011, 2013;Lee and Jun, 2013;Seo and Kinsey, 2013), such work has considered only the intent of outreach efforts. No study known to us has systemically analyzed the actual content produced by a US embassy, evaluating it for evidence of characteristics understood to be representative of effective relationship management techniques.…”
Section: Pd 20mentioning
confidence: 98%