Social Diplomacy

Or How Diplomats Learned to Stop Worrying and Love the Tweet

(Regis Duvignau / Courtesy Reuters)

Soon after protests erupted outside the U.S. embassy in the Egyptian capital last September, inspired by the posting on the Internet of an American-made anti-Islamic video, the embassy posted a statement saying, “We firmly reject the actions by those who abuse the universal right of free speech to hurt the religious beliefs of others.” The statement appeared in two forms: a three-paragraph press release, e-mailed to various government officials and journalists, and a 123-character tweet.

The tweet made waves first. The conservative Twitter-watching website Twitchy posted it under the headline “US Embassy in Cairo chooses Sep. 11 to apologize for hurt Muslim feelings.” Republicans quickly called the embassy’s actions an example of the Obama administration’s appeasement of U.S. enemies, and the Romney campaign denounced it as “disgraceful.” The White House soon disavowed the statement, saying it “was not cleared by Washington and does not reflect the views of the United States government.” @USEmbassyCairo deleted the tweet within hours, and, according to media reports, within weeks the senior public affairs officer on duty in Cairo that night was recalled to Washington.

The Cairo incident wasn’t the first time that a diplomat’s tweets have sparked a firestorm. Sometimes even apparently benign or accidental use of social media can lead to diplomatic discord. In February 2012, for example, the Canadian ambassador to China, David Mulroney, posted a tweet with a photo of his official car on Weibo, the Chinese version of Twitter. Chinese citizens expressed

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