U.S. embassies have said that they find it extremely hard to establish a social media presence in most of their host countries. They feel that it is a labor-intensive practice that is ridden with many probable pitfalls.
Embassies regard social media as a great way to reach out to a younger audience. But they all say that for a U.S. mission social media site to be successful, it is important to have original content, high levels of audience interaction and serious staff commitment. Most embassies however, tend to lack the latter factor.
57 missions have been examined by the inspector general, out of which 42 have active Facebook sites. The public affairs section says that it is very difficult to get the other sections to contribute. Only a quarter of these 42 missions update their Facebook pages daily. What’s more, embassies also have had to deal with users adding unnecessary and unquestionable material on the U.S. social media sites.
Embassies regard social media as a great way to reach out to a younger audience. But they all say that for a U.S. mission social media site to be successful, it is important to have original content, high levels of audience interaction and serious staff commitment. Most embassies however, tend to lack the latter factor.
57 missions have been examined by the inspector general, out of which 42 have active Facebook sites. The public affairs section says that it is very difficult to get the other sections to contribute. Only a quarter of these 42 missions update their Facebook pages daily. What’s more, embassies also have had to deal with users adding unnecessary and unquestionable material on the U.S. social media sites.
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