The Maven of Digital Diplomacy

(Read it in French) In his 2000 book The Tipping Point, Malcolm Gladwell identifies one key actor in social transformations, whether they be in the realm of ideas, politics, or fashion. ”Mavens” are early trend-setters: the people who recognize the potential of a new way of thinking, a new way to bring people together, a new look. They play an essential role because they are among the first to act on a new concept, showing others how it’s done. Later “connectors” and “salespeople” pick up their example and tell thousands or millions about it, and the new trend becomes commonplace.

The growing use of digital tools in diplomacy already has its maven. In studying how the British Ambassador to Lebanon, Tom Fletcher, plies his trade online, we saw how perfectly the term fits. Not only is he an active presence on social media, he has also pioneered the use of these tools to advance his diplomatic objectives.

Amb. Fletcher’s approach has been called Diplomacy 2.0 by the Lebanese media. He embraces social media as a central part of his mission to manage the bilateral relationship between Great Britain and Lebanon, arguing that “increasingly, it matters less what a Minister or diplomat says is ‘our policy’ on an issue – it matters what the users of Google, Facebook or Twitter decide it is… networks are replacing hierarchies.’ The task for diplomats is to intervene in these new spaces to advance their government’s views and win other users over through “authenticity, engagement and purpose.”

He’s active on a variety of platforms to accomplish this. His embassy operates corporate accounts on Facebook, YouTube and Flickr as well as a website, but since social media is primarily a tool for the individual, he maintains his own Twitter account and blog. The strategy seems simple enough – use Facebook as the principal engagement platform between the UK and the Lebanese people, keep the website as an authoritative repository of information, then reinforce with “stickier” content through video (Youtube), still photos (Flickr) and live videoconferences (Google Hangouts). The ambassador adds his own personal flavour through his blog and tweets to draw more and more people into the conversation. With 23,300 at latest count, clearly he’s having some success.

Of course, it is no longer rare to see diplomats active on so many social media fronts. What is rare is to have a diplomat that uses them in a such a strategic, coherent and explicit manner. Indeed, he has staked out brave new ground for transparency by not only engaging in the conversation online, but by explaining openly why he is doing so and what his objectives are. His blog the Naked Diplomat is in effect a meta-discussion about his online presence. It is quickly becoming a reference point for all those interested in digital diplomacy, and we recommend it highly.

The new approach to diplomacy that Amb. Fletcher embodies is no mere hobby of his. In the use of social media he accurately perceives an opportunity for make diplomacy relevant for the digital age. True to his role as a maven, he sets out lessons that all diplomats should follow in making this a reality. To wit:

1. It is important to know your audience. In his case, 25% of his followers are simply curious about the work of an ambassador, 25% are UK policy junkies, 25% are Lebanon political junkies and 25% are a mix of people that are either curious, quirky, or hostile.
2.  Do not be defined by your audience; this is not a popularity contest. Having a lot of followers is a sign that your message is getting through, but it is not an end in itself.
3. Be authentic: people need to see the real person behind the Twitter handle. Social media is more raw and real and human than normal diplomatic relations, and people are more likely to read the press release if they feel they know what you are like as a person.
4. Try to be consistent and coherent. Avoid duplication and contradictions between the people in the country where you are serving and the people back home.
5. The best diplomacy is based on action not on contemplation. Statements on social networks should be about changing the world and not just describing it.
6. Understand the risks, particularly where the personal and the professional mix. Think before you tweet, and think about how it will look through the lens of a hostile audience.
7. Quality matters. Build a brand and know the impression that you want to leave.
8. The rest of your day job still matters. Just like diplomats that fall into the trap of thinking their report matters more than the action described in it, a similar trap exists with our tweets.
9. Social media is a jungle, and you will definitely be criticized. Try to listen, to engage, to convince but don’t fall into endless debating
10. Don’t lose sight of the bottom line. Always remember the national interest by asking yourself: what makes my country richer and more secure?

Now that Amb. Fletcher has led the way it’s time for all of us connectors to get out there and popularize this way of diplomacy.