Overview of US Digital Diplomacy's history, success and challenges. Additional brief explanation on the status of Japan's digital diplomacy and its challenges.

1. US Government’s
Digital Diplomacy
-- History, Success and Challenges --
(+some thoughts about Japan)
Makaira KK
Ko Fujii
@kofujii
#digitaldiplomacy

2. Public Diplomacy During the Cold
War to Pre-Social Media Era
Two super powers trying to influence
each other’s public via mass media
● VOA：Voice of America
○ Since 1942 -- Started with
Radio, TV in the 80’s
○ Using technology to reach
○ audiences
behind the
Iron Curtain
> Operation
Vagabond

3. Public Diplomacy During the Cold
War to Pre-Social Media Era
● Cold war ends -- a period of identity
loss for US public diplomacy
● USIA (US Information Agency)
merged into the State Department
(1999)
● The world splinters -- 911 (2001)
● Failure of “Shared Values Initiative”
ads-based, but some attempt at
social media >> Al Hurra (2004)
● Evolution of Web2.0 but not yet
fully embraced
“Reinventing Diplomacy for the
Information Age” (1998 CSIS)

4. Public Diplomacy in the 2010s Networked World
● “New Public Diplomacy”(multiple actors;
interactive)
> “Public Diplomacy 2.0” (digital)
> ”21st Century Statecraft” - Alec Ross
(social media)
● “Americac’s Edge: Power in the Networked
Century” (2009 Ann Marie Slaughter)
-- “the measure of power is connectedness”
● Social media is NOT a simple replacement for
international broadcasting
● Social media becomes necessary because the
landscape of diplomacy is changing

5. Success and challenges of
21st Century Statecraft
Arab Spring (2010)
● Success: e.g. connecting with
Egyptian entrepreneurs
● Failure to establish stability
● Alec Ross: “Social media is not
good at governance. Good at
tearing things down. Not good at
building things up.”
>> ISIS, Iran, Syria… how will US
engage with these issues?

6. ISIS use of Information
Technology
ISIS actively uses social media
for its recruiting jihadists
● Open communication: Twitter,
Tumblr, Facebook, video
streaming
● Closed communication: Kik,
Surespot, Telegram, etc

7. ISIS: Decentralized media approach
● A broad base of individual supporters
who develop and publish content.
● Even an e-book tour guide of the
Islamic State -- published by a young
British Jihadist
US Countermeasures -- effective?

8. USA/IRAN: Attempt at positive
engagement using social media
● Iran leaders active on Instagram
● Mohammad Javad Zarif, Minister of
Foreign Affairs, has 388k followers on
Instagram
● US officially opened the “Virtual U.S.
Embassy Tehran” despite the lack of
diplomatic relations
● White House opens Twitter account
@Irandeal to pitch the deal to
opposition -- (the line between public
diplomacy and public affairs?)

9. Iran's Rosh Hashana Twitter diplomacy

10. Positively engaging the world -- country branding, culture and education
● Virtual Exchange Program
● Digital complements real
● “Brand USA” Initiative
● US no.3 in Soft Power
ranking (Portland
Communications ranking)
(Japan no.8)

11. Digital Diplomacy in 2010s -- becoming more visual, emotional, and viral
● Penetration of P2P / Pictures and videos
○ Rapid and rich information flow: not only mass media but also Instagram
and Vine
○ More emotional: eg. picture of a refugee boy washes ashore in Turkey
○ Amplified empathy: find the image through your friends’ share and see it
with comments
● Reputation management on digital is a critical issue in this networked era

12. History of Japan’s public diplomacy
● Mainly cultural exchange since the 70s:
○ Japan Foundation established in 1972, JET Program started in 1987
● Advocacy and country branding started in the 2000s
○ Advocacy: End of Cold War, global instability, relationship with
neighboring countries
○ Country branding: Economic down, rise of “Cool Japan”, Great East
Japan Earthquake (311)
Challenges
● Organizational -- siloed ministries, lack of concerted efforts
● Human resources -- language, skills to engage in policy discourse
● Culture -- too risk averse?
● Vision -- Do we have a strong vision? Too reactive? (US has philosophy.)
Japan’s digital diplomacy and its challenges

13. So many websites...
Advocacy: territorial issues, history...
Country branding: “Cool Japan”, “Visit Japan”, “Invest Japan”, “MICE Japan”...

14. PM and Cabinet: Looks great but limited influence
Twitter Facebook YouTube
USA
(WH)
7.55M 4.76M 595K
JP 169K 66K 1.4K
Pitching “PM Abe”, “Abenomics” and Japan’s other strength to the world.

15. PM and Cabinet: Facebook & Twitter
Twitter:
● Follower: 169K, Follow:19
● Contents: conference information and PM
message
Facebook:
● Fan: 66K
● Contents: conference information and PM
message

16. PM and Cabinet: YouTube
● Subscription: 1.4K
● Average Views: 400~600
● Contents: PM speech, Dignitaries visiting
Japan from overseas, Culture & People,
Japanese Cuisine, Travel & Tourism, Health
& Education, Slice of life in Japan and
International Contribution of Japan
● Top Contents: Robot (472K views) and
Washoku (285K views)

17. MOFA
Facebook
● Fan: 53K
● Content: activity updates
Twitter
● Follower: 25K, Follow: 37
● Contents: activity updates
YouTube
● Subscription: 15K (but mixed
language)

18. Embassy of Japan in USA: still web1.0?

19. US Embassy NZ @usembassynz 8月30日
On @nzherald by Marie Damour: Changes affecting the health of oceans: http:
//goo.gl/FKcVkd #SIDS2014 #oceanacidification #OurOcean2014
US Embassy NZ @usembassynz 8月29日
US & NZ are working to educate the public about the effects of
#oceanacidification: http://youtu.be/k8CEcyZippA #islands2014
@eAsiaMediaHub
US-UN Mission Vienna @usunvie 8月28日
@StateDeptOES "Learn more about #oceanacidification: http://goo.gl/5f6chq "
You can also check out our video: https://www.youtube.com/watch?
v=5gulab5GhHo&list=UUx6l9vXrvV4DJAUp4OJMTdQ …
US Embassy NZ @usembassynz 8月27日
"We cannot forget the human side of #oceanacidification." Rachel Allen,
leading marine scientist, Jamaica at @samoasids2014 #OurOcean2014
StateDeptOES @StateDeptOES 8月27日
#oceanacidification workshop begins in Samoa. Solomon Islands gov't minister
says "workshop is just the start of our campaign" #islands2014
Japan not good at engaging -- using # and @
Citing other media
Mentioning other
agencies
Linking to a video
produced by a non-profit
Linking to an official video
Tweet-casting the event
Using theme-based and
events-based hashtags
How US agencies engage: 2014 International Conference on Small Island
Developing States

20. Israeli Embassy’s Shalom-chan German Embassy’s Cat
Embassies in Tokyo localizing content to fit Japanese taste
Finnish Embassy in Tokyo Finnish Embassy in DC

21. Connect and share best practices...

22. Questions?
マカイラ株式会社 | Makaira K.K.
藤井宏一郎 | Ko Fujii
@kofujii
Thank you.